Online reputationGoogle and review-site ratings, what reviewers praise and complain about, and how you respond.
Social channelsAudience size, posting rhythm, engagement and whether each channel is still active and on-brand.
Brand identityNames, logos, colours and photography: whether you look like one organization everywhere.
MessagingWhether your story is clear, current and consistent, and whether it tells people why to choose you.
WebsiteFirst impressions, accuracy, calls to action and how easily visitors can take the next step.
CompetitorsSide-by-side benchmarking against the organizations your audience is comparing you with.