. Duplicate the example rows/cards as many times as you need. Keep the Firebrand voice in all prose (references/brand-and-voice.md): no em dashes, sentence case, straight quotes, warm and direct, no hype words. Reproduce quotes from the client's assets verbatim. To re-skin for a different brand later, edit only the BRAND TOKENS block below. --> Messaging Audit, {{BRAND_NAME}}
Messaging audit

{{BRAND_NAME}}: what to fix first

Prepared by {{PREPARED_BY}}  ·  {{DATE}}  ·  Assets audited: {{ASSET_COUNT}}
Section 1

Executive summary

{{EXEC_SUMMARY}}

{{OVERALL_READ}}

Target audience Value proposition Differentiation Tagline
Aligned Drifting Contradictory Absent
Section 2

Scope

Assets audited
{{ASSETS_LIST}}

Not covered or not accessible
{{OUT_OF_SCOPE}}

Section 3

Extraction matrix

Every finding below traces back to this table. Cells hold the brand's actual language; a dash means the element is absent from that asset.

{{MATRIX_HEADERS}}{{ROW_VALUE_PROP}}{{ROW_POSITIONING}}{{ROW_PROMISE}}{{ROW_AUDIENCE}}{{ROW_BENEFITS}}{{ROW_PILLARS}}{{ROW_PROOF}}{{ROW_TAGLINE}}{{ROW_TONE}}{{ROW_CTA}}
Element
Value proposition
Positioning statement
Brand promise
Target audience
Key benefits
Differentiation pillars
Proof points
Tagline / boilerplate
Tone & voice
Primary CTA
Section 4

Consistency findings

Value proposition Contradictory

Homepage: "the fastest way to close your books." Sales deck: "the most accurate ledger for regulated industries."

Speed and accuracy are being sold as the core promise to the same buyer. The brand hasn't decided which one it is.

{{FINDINGS}}
Section 5

Gaps

Unsupported claim
{{GAP_EXAMPLE}}
{{GAPS}}
Section 6

What to fix first

1

{{FIX_1_TITLE}}

{{FIX_1_WHY}}

Rating: {{FIX_1_RATING}}Effort: {{FIX_1_EFFORT}}Next: {{FIX_1_NEXT}}
{{FIXES}}
Your strategic take

Calls a person has to make

These are the judgment calls the audit can surface but shouldn't decide. Bring your read of the business to each one.

  • {{HI_1_Q}} {{HI_1_NOTE}}
Section 8

Where this goes next

{{NEXT_STEP}}

First the diagnosis. Then the rebuild.