Industry built brand audit tools anyone can use.
Uncover what’s working, what’s holding you back, and where to go next. Before spending a cent on creative or strategy.
Heat-tested tools. Cold-blooded decisions. Branding that leaves a mark.
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Powerful, easy to understand, self-guided brand audits for businesses of all sizes.
We get it, big agencies are expensive and studios don’t have the expertise. You just want to know where the issues are so you can make your next move.
These aren’t just checklists. They’re field-tested tools built by brand strategists and designers for real-world use: visual audits, tone checks, architecture maps, naming frameworks and more.
Whether you’re rebranding, refreshing, or just getting your bearings, this is where to start.
Why you need these tools.
Whether you’re a tradie business of one or a trading business of one hundred. Brand issues happen at any scale.
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You’re not alone — but not always right.
Sometimes an old brand is actually timeless. Other times, it’s just out of step. The best way to find out? Run an audit. These tools are built to assess how your identity stacks up against your competitors, audience expectations, and design best practice.
Recommended tools:
Brand Health CheckColour Theory
Naming Distinction
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Start by knowing what’s worth keeping.
Rebranding without assessing what’s working is like pulling up roots before checking the soil. These tools will help identify what brand equity you’ve built, what might be lost in a total overhaul, and where a refresh or restructure could give you better returns than a full wipe.
Recommended tools:
Brand Health Check
Sense & Structure Alignment -
You’re probably not alone, and not broken, just tangled.
Most brand architectures evolve reactively. These tools give you a clear visual overview of what you’ve built, where confusion lies, and how to bring consistency across your portfolio without losing what matters.
Recommended tool:
Sense & Structure Alignment
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Cool. Evolution, not revolution.
These tools help you isolate the parts of your brand that are still strong, and flag what’s getting in the way. The goal? Keep it recognisable, but refresh what feels dated or dull.
Recommended tools:
Face & Voice Match
Colour Theory
Naming Distinction
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That’s common. What matters is what you do next.
If your brand shows up differently in every channel, it’s time to recalibrate. These tools help you uncover the fragmentation and guide you toward a clearer, more consistent system — before you pour money into marketing that won’t land.
Recommended tools:
Brand Health Check
Sense & Structure Alignment
Built from the inside.
Used on the outside.
Hot Iron was founded on the belief that great branding shouldn’t be out of reach.
Built from nearly two decades of hands-on experience in brand creation and transformation, Hot Iron draws on the same tools and thinking used to shape everything from local startups to city identities and international corporations.
Behind these tools are proven methods used by leading strategists and creatives to define, refine, and align brands from the inside out. From strategy and positioning to voice and design.
After years spent inside the agency system, one truth became clear: what businesses valued most wasn’t the glossy rebrand, but the clarity that came from asking the right questions.
Hot Iron exists to give that clarity directly to businesses without the agency overheads, jargon, or gatekeeping.
Let’s talk
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