VISUAL AUTHORITY AUDIT
For Makers, Artists & Product-Based Brands
A practical self-check to close the gap between what you create and how it’s perceived
By Ana Dorado
Product & Branding Photographer
A Note From Me
You don’t need to start over.
Most of the brands I work with are already doing so many things right. Their products are thoughtful. Their craftsmanship is real. Their values are clear.
But there’s often a quiet gap between the quality of the work and the way it’s being presented.
This audit is not about criticism.
It’s about clarity.
Set aside 20 minutes. Be honest.
You’ll quickly see where small refinements could create big shifts.
Let’s begin.
—
1 — THE FIRST IMPRESSION
When someone lands on your website or Instagram, what do they feel in the first 5 seconds?
Tick honestly:
□ My brand immediately looks professional and established
□ It looks nice, but not distinctive
□ It feels inconsistent
□ I’m not sure what it signals about my price point
Now ask yourself:
Would a retailer immediately understand my level?
Does my visual style reflect my actual product quality?
Do my images look cohesive when viewed together?
Insight:
If your visuals don’t clearly signal your positioning, customers hesitate. And hesitation affects sales.
2 — LIGHT & DEPTH
Light is not just brightness. It creates mood, texture and value perception.
Tick what applies:
□ My images feel flat
□ My product lacks depth or texture in photos
□ Colours shift between images
□ Shadows feel accidental rather than intentional
Ask:
Does my product look tactile?
Does the light elevate or just illuminate?
Would I describe my imagery as atmospheric?
Insight:
Premium brands use light strategically. Flat light makes premium products look ordinary.
3 — STORY
Do you only show the finished product?
Tick honestly:
□ I rarely show process
□ I don’t include hands, tools or materials
□ My audience doesn’t see how things are made
□ My content focuses mainly on selling
Ask:
Does my audience understand the skill behind my work?
Do they see time, craft and intention?
Could someone copy my visuals easily?
Insight:
Story builds value. Process builds trust. Without them, you compete on price.
4 — CONSISTENCY
Open your website or grid.
Scroll.
Do the images feel related?
Tick what feels true:
□ Different backgrounds in every image
□ Inconsistent colour tones
□ Different lighting styles
□ No clear visual thread
Ask:
If I removed my logo, would my imagery still feel recognisable?
Do my visuals build memory over time?
Insight:
Consistency builds authority. Random visuals build confusion.
5 — STRATEGY
This is where most brands struggle.
Tick honestly:
□ I don’t have a clear plan for how my visuals support growth
□ My imagery hasn’t evolved as my brand has grown
□ I feel stuck visually
□ I know something needs upgrading but I’m unsure what
Ask:
Do my visuals support the price I want to charge?
Are they aligned with where I want to be in two years?
Would a stockist take me seriously?
Insight:
Visuals are not decoration. They are positioning tools.
SCORING (Optional but Powerful)
Count how many boxes you ticked across all sections.
0–5
You’re refining. A few strategic shifts could elevate your brand significantly.
6–12
You’ve likely reached the DIY ceiling. Your work may be stronger than your presentation.
13+
There is a noticeable gap between craft and perception — and that gap is costing you confidence and possibly revenue.
WHAT TO DO NEXT
If this audit confirmed what you’ve been feeling, you’re not alone.
The good news?
You don’t need to rebuild your brand.
You need alignment.
Light.
Story.
Consistency.
Strategy.
When those four layers work together, your brand stops looking “small” and starts looking established.
If you’d like support closing that gap, I invite you to schedule a call, so we can look at your brand together and identify exactly what needs refining.