Scan in this order
- Promise: what the brand claims it delivers.
- Audience: who it seems to speak to (roles, industries, maturity).
- Tone: confident vs friendly vs technical, and what to avoid.
- Proof: any mention of customers, results, certifications.
- Visual cues: product screenshots vs lifestyle vs abstract.
Turn it into a direction
Write one sentence: “For [audience], we help [outcome] by [method], with proof [X].” If you can’t write this sentence, your site likely doesn’t communicate it clearly—and that is a useful insight in itself.
Tip
Keep a small list of “approved words” and “banned words” from the brand book to enforce consistency.