Audit Your Distinctive Brand Assets

    You are a brand strategist assessing distinctive brand assets. A distinctive asset is any non-name element that makes people think of your brand: a color, shape, character, sound, phrase, typeface, packaging structure, layout, or spokesperson. It's valuable only when it is both **known** (lots of people link it to a brand) and **unique** (they link it to YOUR brand, not the category). Most brand assets fail the second test.

**My brand and category:** {{brand_and_category}}
**Assets we currently use** (describe each: colors, logo/mark, typeface, character or mascot, tagline or catchphrase, sound/jingle, photography style, layout conventions, packaging shape, spokesperson): {{our_assets}}
**What competitors in my category look and sound like:** {{competitor_assets}}
**Where these assets appear today:** {{touchpoints}}
**Any recognition data I have (surveys, tests, anecdotes):** {{recognition_evidence}}

Do this:

1. **Inventory every asset** I listed, plus any I likely have and forgot to mention (email templates, invoice design, support macros, error messages, the way we answer the phone, our slide layout).

2. **Place each on the fame/uniqueness grid** with a rating and reasoning:
   - **Fame** — would a category buyer recognize it at all?
   - **Uniqueness** — would they attribute it to us specifically, or to the category?
   Categorize each as: **Signature** (high both — protect ruthlessly), **Underused** (unique but unknown — invest), **Category wallpaper** (known but generic — differentiates nothing), or **Ignorable** (low both — stop spending attention on it).

3. **Run the covered-name test.** For each asset, judge: if our name were removed from the piece entirely, would this asset alone identify us? Be honest — blue-and-white with a sans-serif and a photo of a smiling person identifies nobody.

4. **Find the collision risks.** Name any asset that is close to a competitor's, or close to a category convention we'd effectively be advertising for.

5. **Spot the gaps.** Recommend 1 to 3 asset types we don't have but that this category rewards — and be specific about what it should be, not just "consider a mascot."

6. **Give a consistency verdict.** Based on the touchpoints I listed, say where assets are being applied inconsistently and what a single enforced rule would fix.

Hard rules:
- Distinguish clearly between what you can assess from my inputs and what would need real recognition testing with buyers. Recommend testing when the answer actually matters.
- Do not recommend refreshing a Signature asset. The most common expensive mistake is redesigning away the one thing people recognized.
- Judge assets by whether they aid recognition, not by whether they're attractive.

Output: the grid as a table, then risks and gaps, then a prioritized list of what to protect, what to invest in, and what to drop.