What is Hot Iron?

Hot Iron is a platform that provides digital brand audit tools. These are self-service downloads that help any business — from startups to corporates — uncover gaps, strengths, and opportunities in their brand without hiring an agency or consultant.

What’s the name about and the weird illustrations?

We’re all about branding. The origin of branding from farmers searing marks into their cattle using a ripping hot poker iron, marking their property. There is also a saying which we love ‘strike while the iron is hot’ which means to make use of opportunity immediately, branding always presents this opportunity. The illustrations are based of the most personal markings that carry stories, tattoos.

What is a brand audit?

A brand audit is a structured review of how your brand looks, sounds, and works. It checks your identity, naming, tone, structure, and overall clarity. The goal is to see if your brand is strong, consistent, and positioned to compete.

Why do I need a brand audit tool?

If your brand feels outdated, inconsistent, confusing, or hard to explain, a brand audit tool helps you identify the problem. It gives you clarity before you spend money on design, marketing, or a rebrand.

How are these tools different from hiring a consultant?

A consultant gives advice. Hot Iron Works gives you tools. Each tool is designed so anyone — regardless of brand experience — can diagnose their own brand issues and make better decisions.

Who are these tools for?

They are made for small businesses, startups, creatives, marketing teams, and even corporates. If you want to understand your brand without paying agency rates, these tools are for you.

What types of brand audit tools are available?

Hot Iron Works offers tools for:

• Brand Health Check – overall strengths and weaknesses

• Naming Distinction – testing if your name stands out

• Colour Theory – what your colours are really saying

• Face & Voice Match – checking tone and message alignment

• Sense & Structure – simplifying brand architecture and sub-brands

• Complete Brand Audit – a big-picture overview

How do I use the tools?

Download the PDF, answer the questions honestly, and review your results. Each tool comes with simple next steps so you can act on your findings immediately.

Do I need design or branding experience?

No. The tools are written in plain language, with step-by-step instructions. They’re designed so anyone can use them, regardless of background.

What happens after I complete a tool?

You’ll have a clearer view of where your brand is strong and where it’s struggling. You can use that insight to brief a designer, agency, or internal team — or keep refining your brand on your own.

Can I use these tools if my brand is already established?

Yes. Established brands often discover hidden inconsistencies or outdated elements. Even if you’ve been around for decades, these tools reveal what’s still working and what needs to evolve.

Do you offer consulting if I want extra help?

The focus is on tools, not services. But if you need deeper support, you can get in touch — Hot Iron Works can point you in the right direction.