Gather every live ad, page and email. For each one, write down who it is for, what it promises, the offer and the proof. Then look for contradictions, outdated claims and missing messages, and fix the most seen ones first.
What to collect
- Site: home page, top product pages, main collections and any campaign landing pages.
- Ads: everything currently running on Meta and any other channel.
- Email: welcome, abandoned cart and post purchase flows, plus the last month of campaigns.
- Your source of truth: the positioning, offers and claims you want to be saying.
The audit sheet
| Field | What to write |
|---|---|
| Asset | Name and link |
| Audience | Who it speaks to |
| Promise | The main benefit, in your words |
| Offer | Price, discount or bundle |
| Proof | Reviews, numbers, awards, claims |
| Voice | Two or three words for how it sounds |
| Status | On message, off message or outdated |
What to look for
- The same product described with different benefits in different places.
- Old offers or prices still showing in a flow or an ad.
- Claims you can no longer back up.
- An audience you serve that no message speaks to.
- A voice that changes between ads, site and email.
Fix in this order
- Anything wrong: prices, offers, claims.
- Anything most seen: home page, best selling products, welcome flow, top ads.
- Anything contradictory between the ad and the page it links to.
- Gaps: write the missing messages into the next briefs.
How often
Do a full audit twice a year and a quick pass after every big launch or offer change. If AI tools write your ads and emails, check more often, because drift starts with the second batch.
Make the next audit faster
The slow part is collecting everything. brands.menu keeps your live ads, Shopify pages and Klaviyo emails on one canvas, so the next audit starts with everything already in view.
FAQ
What is a brand messaging audit?
A review of everything customers can see right now, to check it matches your positioning, offers and proof, and to find contradictions and gaps.
How long does a messaging audit take?
For a small Shopify store a first pass can fit in an afternoon. Collecting the assets takes most of the time.
What should a Shopify messaging audit include?
Home page, top product and collection pages, landing pages, live ads, key Klaviyo flows and recent email campaigns.
How often should I audit brand messaging?
Twice a year in full, plus a quick pass after big launches and offer changes.