# Brand & Growth Audit — example deliverable Source: https://stacktr.ee/examples/brand-and-growth-audit [← stacktr.ee](https://stacktr.ee/) · example deliverable · fictional client, real product · [Publish your own version](https://app.stacktr.ee/new?template=client-deliverable&from=example-brand-audit)  Confidential · prepared for Kestrel Coffee Audit · issued 21 Jul 2026 Meridian Brand & Growth Studio # Brand & Growth Audit Kestrel Coffee · where the next year of growth comes from Prepared forKestrel Coffee Ltd Period reviewedQ1–Q2 2026 Issued21 July 2026 LeadR. Okafor Contents [01 The headline](#a1) [02 Scorecard](#a2) [03 Where the brand sits](#a3) [04 Identity system](#a4) [05 The funnel](#a5) [06 What we found](#a6) [07 Growth levers](#a7) ## 01 · The headline ### Strong brand, four growth levers sitting unused. In one sentence Kestrel doesn’t have a brand problem; it has a conversion and retention problem wearing a brand’s clothes. The brand work is genuinely good: distinctive, consistent, and loved by the customers who find it. The leaks are downstream. Mobile checkout loses four in ten baskets, the email list has never been segmented, and subscribers churn quietly at month three with no intervention. Fixing the first three outgrows any rebrand. ## 02 · Scorecard ### Six areas, scored against category benchmarks Equal-weight composite of the six areas below. The specialty-coffee DTC median is 6.8; Kestrel trails it by 1.2 points, and the entire gap sits in checkout, email, and retention. On brand alone, Kestrel would score in the top decile of the category. Brand8.5/10 Social7.0/10 Site experience6.0/10 Retention4.5/10 Email4.0/10 Checkout3.5/10 ## 03 · Where the brand sits ### One corner is owned. One rival is closing. We coded 214 recent customer reviews and the shelf and social language of five brands against the two axes buyers actually use. The corner Kestrel holds is the one worth holding; only one rival is heading there. Coordinates coded from 214 customer reviews, social language, and a retail shelf audit, Q2 2026. Kestrel and Drift are the only brands in the premium-modern corner; Harbour Lane owns heritage, Common Ground owns price. Drift is 14 months old and the only rival moving toward Kestrel. ## 04 · The identity system ### What we audited: five colours, two families, one voice You cannot protect what you have not written down. This is the system as it actually appears in the wild, sampled across packaging, web, social, and the retail shelf. Roast#241D18Primary Kestrel Rust#A2542BAccent Mantle Grey#6C7A86Secondary Buff#E8D9C3Ground Chalk#F7F3EAPaper Two rogue greens (#3E8E5A, #58A46B) found on retail shelf-talkers, printed by a distributor working from memory. Retire them. Display · 44/46Small batch, patient roast. Heading · 26/32Four farms, one kestrel Body · 17/26Roasted in eight-kilo batches in Leith and shipped within 48 hours of roast, or it doesn’t leave the building. Caption · 11/16Huehuetenango · washed · 1,900 m Palette and scale as found, Q2 2026 sample: 34 touchpoints, the system held on 31. Specimen set in system stand-ins for Kestrel’s licensed faces. Verdict: hold. Do not redesign what already works. ## 05 · The funnel ### Where 48,200 visits become 920 orders The brand earns attention it never banks. Top to bottom, this is what happens to a month of traffic. Blended funnel from site analytics, Q2 2026. Desktop converts 3.1% of visits, mobile 1.1% on the same traffic, and 41% of mobile baskets die inside the checkout flow itself. A rebuilt checkout (BG-02) models to roughly 2.6% blended: about 330 extra orders and £11k a month at the current £34 average order. ## 06 · What we found ### Three findings that matter #### Mobile checkout drops 41% of baskets Fix first Six form fields before payment, no express wallets, and shipping cost revealed on the final step. Desktop converts at 3.1%; mobile at 1.1% on the same traffic. This is the single most expensive leak in the business. BG-02 · est. £9–14k/mo recoverable #### The email list has never been segmented Quick win 11,400 subscribers all receive the same fortnightly send. First-time buyers, subscribers, and lapsed customers need different messages; a three-segment split with one automated winback flow is a fortnight of work. BG-05 · benchmark uplift 18–30% of email revenue #### The brand system is consistent and strong Protect Packaging, voice, and social presence are coherent and distinctive; customers use the word "kestrel" unprompted in reviews. Do not spend this year's budget rebranding what already works. BG-09 ## 07 · Growth levers ### Ranked by impact against effort RefLeverOwnerWindowExpected impact BG-02Rebuild mobile checkout: express wallets, three fields, shipping upfrontKestrel + dev partner30 daysHigh BG-05Segment email into buyers / subscribers / lapsed; add winback flowMeridian14 daysHigh BG-07Subscription pause option at cancel; month-three check-in sendMeridian45 daysMedium BG-11Wholesale one-pager for the twelve cafés already stocking rivalsKestrel60 daysMedium We review this page together on the last Friday of each month, and send any update as a new page beside this one. Meridian Brand & growth studio · prepared for Kestrel Coffee · not for onward distribution Questions? r.okafor@meridian.studio Engagement KC·BG·0726 A fictional example published with Stacktree · no real client data --- Full markdown summary of the Stacktree marketing surface: https://stacktr.ee/llms-full.txt