The deliverable · pillar Ⅱ
One document that says where your brand agrees with itself — and where it doesn't.
The Alignment Report is the record we build in the first two weeks and keep current for as long as we manage the brand. Every place the brand appears, checked against the standard and scored. Yours, on request, at any time.
What's in it
Every touchpoint, with four things recorded against each: where it is, what it should say, what it actually says, and its status.
Physical
Signage at every location · vehicles and vessels · uniforms · print — menus, brochures, packaging, stationery · interior graphics
Digital
Website — every template · app · email signatures · document templates — invoices, proposals, presentations
Social
Every profile, including dormant ones · bios, handles, profile images · pinned and highlighted content
Listings
Google Business Profile at every location · Booking, Agoda, Expedia, TripAdvisor and sector directories · maps and pins · hours, contacts, descriptions, category
Assets behind it
Whether a vector master exists · whether the domain and handles are in your name — cross-referenced with the Asset Register
The statuses
| Aligned | Matches the standard. Nothing to do. |
| Drifted | The right brand, applied wrong — a redrawn logo, a close-but-wrong colour, an old tagline. |
| Off-brand | Made without the guidelines at all. Usually staff-produced. |
| Missing | A touchpoint that should exist and doesn't — a platform, a listing, a vector file. |
| Not yours | Exists, but is controlled by someone outside the business. |
Most reports start with a lot of amber. That isn't a failure — it's the first accurate picture the business has ever had of itself. The job over the following months is turning it green.
The live sample
A real report, with the names changed.
Filter it and see what a five-year-old business usually looks like on day one.
| Touchpoint | Channel | Finding | Status |
|---|
20 of 20 touchpoints shown
Get your own — free alignment checkHow it's maintained
Built in the first two weeks. Every touchpoint found, photographed and scored. You see a draft at the end of week one.
Updated as things change. Every fix, every new touchpoint, every listing correction changes the entry and the change is dated.
Reviewed with you quarterly. A short call against the document: what moved, what's new, what's still amber.
Handed over on request. Not on notice. Not on exit. On request, any time, in a portable format.
The other half
The Alignment Report records whether the brand is applied correctly. The Asset Register records whether you own the things it's applied to. Every brand we manage has both, and they cross-reference.