The end of the year means one thing:

It’s time to audit your brand.

Most founders never evaluate their brand.

No testing. No metrics review. No updates to own more of the market.

They just keep doing the same things in the same way and hope their brand still lands — even though the market and their ideal customers have changed.

Smart founders evaluate their brand every year.

Doing so helps you to:

• Uncover inconsistencies that cost you deals
• Adjust to changes in the market
• Find opportunities to grow
• Fix your experience

And gets you prepped to hit 2026 running...

All so you can make more money.

If it's been over a year since you audited your brand, start here:

Step 1: Analyze Your Competitors

Your brand should make you stand out in the market.

Meaning, you should look, sound, and feel different from your competitors and your industry as a whole.

Start by analyzing your competitors.

Try these two methods:

Screenshot the hero section of all of your websites.

This will help you see how they talk about the transformation they bring. Put yours and theirs next to each other to see if your messages are different.

If not, you need to work on your message.

Throw their website into SEMrush.

This will help you see their brand awareness and how they attract customers. Document these metrics:

• Unique Visitors
• Pages/Visit
• Average Visit Duration
• Bounce Rate
• Traffic Sources
• Top Ranking Keywords
• Authority
• Organic Traffic
• Organic Keywords
• Backlinks
• Referring Domains
• Competitive Positioning Map

Grab my Competitive Analysis Template to show you how.

Step 2: Check Your Differentiation

A solid differentiation not only makes you stand out from the competition, it helps attract your ideal customers.

And, no, personality, team, quality, or the “fact” that you care about your ideal customers are NOT differentiators.

Check how differentiated you are by running the Can’t Won’t Test.

It’s simple:

• Place your differentiation on this chart.
• Place your competitors down the side.
• Ask about each competitor:
  • Are they able to copy this (think resources)?
  • Would they copy this (think values)?

If you pass the test, your differentiation is truly different.

My Can't Won't Test Worksheet will help.

Step 3: Interview Your Ideal Customers

Your brand is built in the minds of your ideal customers.

They own it. They control it. They build it. You simply influence it.

The more you know them, the easier it is to influence the right brand in their minds.

So, take the time to talk to them.

Schedule 3-5 interviews with newer customers.

Ask about their:

• buying journey
• experience with you
• problems/challenges
• motivations/desires

Add any new insights to your customer persona document.

The more detailed you can be, the better. Make sure to share it with your team and vendors.

My Customer Persona Template will help.

Step 4: Get Experience Feedback

Understand how your customers view the experience you provide.

What you DO influences your brand far more than anything you say or any content you put out.

Ideally, get their feedback on:

• Onboarding
• Delivery
• Communication
• Marketing
• Sales
• Offboarding

Here’s how:

• Ask in interviews (see step 3)
• Implement feedback loops
• Send surveys
• Ask while working with clients

Don’t forget to ask team members and vendors. They have more insights into your operations than you know.

A caveat: Don’t take just one piece of feedback as truth for everyone. Look for trends in your feedback to know what to improve.

Step 5: Create an Action Plan

Auditing your brand is great. But it means nothing if you don’t adjust your brand.

Create a prioritized to-do list.

Review the insights from steps 1-4 and ask:

• What can we implement quickly?
• Who will implement it?
• What is needed to implement it?
• What change will this bring to our company?

You won’t be able to implement everything all at once.

Prioritize the changes that directly impact revenue AND are inexpensive to implement.

It should look something like this ↓

Those changes will make you money faster.

Audit Your Brand

Get a jump on 2026 by auditing your brand before Christmas.

You’ll have time to make some adjustments and position yourself to dominate the new year.

Don't want to do it yourself?

I'm taking on 4 brand audits until the end of the year.

We'll evaluate your positioning, messaging, content, and experience and provide a prioritized action plan so you can generate 6-7 figures of new revenue.

Packages start at $1,200.

​Grab your brand audit today.​

You'll have your checklist in less than 2 weeks.

All so you can hit the ground running in the right direction in 2026.

Don’t wait. Those 4 spots will be booked up quickly.

Until next week,

#SassyJason out.

✌🏼