Is Your Brand Actually Working? (Take the Free Audit and Find Out)
Most business owners I talk to have a feeling something is off with their brand. They just can't name what.
Maybe the logo never quite felt right. Maybe the website doesn't match the vibe in the space. Maybe the packaging looks fine but doesn't seem to be converting. Maybe the whole thing feels a little... assembled, rather than intentional.
That feeling is usually correct.
But "something feels off" isn't a brief I can work from — and it's not a problem you can solve by just getting a new logo. So I built something to help you figure out exactly what's happening before you make any decisions.
It's a free brand audit. 42 questions. About 10 minutes. Brutally honest.
And it's specifically designed for restaurants, food and beverage brands, and product founders — because your brand challenges are different from a law firm or a tech startup, and generic checklists miss the things that actually matter for your industry.
WHAT THE AUDIT COVERS
The audit walks you through six areas of your brand — the same areas I review at the start of every client project:
1. Visual Identity
Your logo, color palette, typography, and graphic elements. Do they work together as a system? Do they hold up across different sizes and formats? Would someone recognize your brand if the logo were removed?
2. Brand Strategy
Your positioning, your story, your target audience. Does your brand communicate who you are and who you're for — or does it try to appeal to everyone (which means it appeals to no one)?
3. Digital Presence
Your website, social media, and how your brand shows up online. Does your digital presence reflect the same quality as your physical product or space? Is it doing any of the selling for you?
4. Packaging
For product brands and food & beverage companies specifically: is your packaging doing its job? Does it stand out on the shelf, communicate your brand story, and work as a complete system across SKUs?
5. Customer Experience
Every touchpoint a customer has with your brand — the space, the menu, the to-go bag, the way your staff talks about the business. Are all of those things telling the same story?
6. Collateral
Your business cards, menus, marketing materials, signage, and sales tools. Are these consistent with your brand? Are they working as hard as they should be?
HOW THE SCORING WORKS
Each question is scored 0–1. Total possible score: 42.
Here's what your score means:
35–42 — Your brand is in strong shape.
You've got a solid foundation and consistent execution. The work now is refinement and growth — not rebuilding.
28–34 — You have a good brand with some gaps.
A few touchpoints aren't holding up to the rest. Targeted work in those areas could make a significant difference.
22–27 — Your brand has a foundation but it's inconsistent.
Customers are getting mixed signals, and it's probably costing you — in conversions, in perceived value, or both.
Under 22 — Your brand is working against you. This isn't a criticism, it's a starting point.
A lot of businesses in this range have good bones — they just need a real strategy underneath them.
If you score under 30, I'd genuinely love to talk through your results. I offer a complimentary 15-minute brand chat — no pitch, just honest feedback on what I'd focus on first.
WHY I BUILT THIS
I've been designing brands for restaurants, lifestyle brands, and product companies for over a decade. And the thing I hear most often — from founders who've spent real money on design — is some version of:
"It looks fine, but something's not clicking."
Usually, that's because the visual work got done before anyone asked the right strategic questions. The logo got designed before the brand story was clear. The website went live before the positioning was figured out. The packaging was built one SKU at a time without a system underneath it.
I built this audit because I wanted business owners to have a tool that helps them see the full picture — not just the pretty parts — before they invest another dollar in design.
Even if you never work with me, this audit will give you clarity. And clarity is always worth 10 minutes.
GET THE FREE AUDIT
It's free. Take it yourself, score yourself honestly, and see what comes up.
And if you score under 30 and want to talk through what it means for your business — reach out. I'm easy to find.
About Kate Carlson + Design Shop MPLS
I'm Kate, the founder and creative lead of Design Shop MPLS. I work with restaurants, lifestyle brands, and product companies — building brands that hold up across every touchpoint, from logo to packaging to the art on the walls.
One designer, start to finish. No handoffs. No diluted vision.
If you're opening a new concept, launching a product, or just ready for a brand that finally feels like you — let's talk.
