Free Brand Tools
Brand Diagnostics for Professional Services Firms
Find out where your firm’s brand is leaking value, in minutes. Free tools for law, accountancy, financial advice and consulting firms. No sign-up.
Inkbot Design’s free brand tools help partners and marketing leads at professional services firms see where their brand is costing them work. The Brand Equity Scorecard scores your brand out of 100 and names your weakest area; the Sameness Checker shows which of your website’s phrases a competitor could have written too. For the full picture, the written Brand Equity Audit™ is also free.
Your answers stay in your browser unless you choose to send them.
Free Brand Tools
Diagnose the brand, test the copy, write the brief
Self-assessment · about five minutes
Brand Equity Scorecard
Fifteen questions across positioning, perceived value, consistency, pre-sold arrival and discoverability. You get a score out of 100, a bar for each area and a plain-English diagnosis of your weakest one. Nothing to submit.
Copy test · about two minutes
Sameness Checker
Paste your homepage or About copy and see which phrases a competitor could have written too. Compare it with a rival’s page, then replace the shared phrases first. Nothing you paste leaves your browser.
Brief · about fifteen minutes
Rebrand Brief Builder
Five short steps that turn your thinking into a written brief you can send to any agency: the firm, the problem, clients and competitors, what to keep, and scope, budget and timing. Saved in your browser as you go.
Budget · about two minutes
Rebrand Cost Calculator
Indicative UK fees for a rebrand, from a freelancer to a network agency, for identity, identity and website, or a full rebrand with a new name. Plus the costs fees don’t include and the name-change steps for your sector.
Written diagnostic · free
Brand Equity Audit™
A three-page written diagnostic of your firm’s brand presentation, messaging and digital visibility, including how AI tools describe your firm. Typically within two working days of your completed form. No sales call, no obligation.
Start from your sector
Brand advice written for your kind of firm
Law firms
Positioning and identity for firms competing on expertise, not hourly rates.
Accountancy firms
Rebranding for practices that have outgrown a generic, interchangeable look.
Financial advice
Positioning that makes trust something prospects can check before they call.
Consultancies
Brand strategy for firms whose clients buy judgement they can’t see in advance.
Free downloads
Worksheets and templates
10 printable A4 PDFs, free for subscribers to the monthly Inkbot briefing.
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Understand your clients and position
- Client interview and win/loss review kitFind out why clients choose your firm, and what nearly stopped them: an invitation, question sets for wins and losses, and a one-page summary.
- Positioning and differentiation workbookDefine who your firm is for, what makes it different and why clients should believe you. Ends with a one-page positioning hypothesis.
Improve your message and proof
- Brand proof and case study builderTurn broad claims about your expertise into evidence prospects can check: a proof bank, a case study outline and a testimonial request.
- Homepage messaging plannerPlan a homepage that explains your value without sounding like every other firm, section by section, with a claim, evidence and action check.
Plan and commission a rebrand
Manage the brand and review progress
- Name change checklistEvery registration, document and listing that carries your firm’s name, in order, with regulator steps for FCA, ICAEW and SRA firms.
- Brand touchpoint and consistency plannerFind the outdated and inconsistent materials clients actually see, then prioritise them into a 30-day plan with an owner for each.
- Brand measurement and 90-day review plannerChoose three to five measures, record a baseline and review them at 30, 60 and 90 days, alongside everything else that changed.
- Search and AI brand visibility checkRecord how search results and AI answers describe your firm, check it against the facts, and keep a log of what to correct.
Who built these tools
- strategic branding practice, founded by Stuart Crawford
- Since 2009
- completed identity projects
- 300+
- countries where clients are based
- 21
- from 87 Google reviews (checked 11 Oct 2026)
- 4.9/5
When a tool reaches its limit, get the written audit.
A score tells you where to look. The free Brand Equity Audit™ tells you what is wrong and what to fix first, in a three-page written diagnostic, typically within two working days. No sales call, no obligation.
About these tools
Are the tools free?
Yes. Every tool on this page is free to use; the PDF worksheets are free when you subscribe to the (free) monthly Inkbot briefing. The written Brand Equity Audit™ is free too.
What happens to my answers?
They stay in your browser. Nothing is sent anywhere unless you choose to request the audit, in which case your score goes with your form so the diagnosis starts from it.
Who are the tools for?
Partners, practice heads and marketing leads at professional services firms: law, accountancy, financial advice and wealth management, and management consultancy. The questions are written for firms that sell expertise.
How is this different from the Brand Equity Audit™?
The scorecard is a self-assessment: it reflects how you see your firm. The audit is an outside, written diagnosis of what a buyer actually sees, including your website, external profiles, competitors and how AI tools describe you.