7 Ways to Audit Your Brand

August 27th, 2015

Is it time for a brand refresh?

Your logo is one of the most critical parts of your branding. It is the visual manifestation of your business, voice, messaging and values. It multitasks, acting as your signpost, your calling card, your signature. It ties together every aspect of your marketing efforts and customer experience, from your website and signage to your invoices and receipts.

Your brand, however, is so much more than just your logo. It is your company’s personality and reputation. More importantly, it affects your customers’ recognition and positive impression of these elements. The most memorable and enduring logos stem from strong brand identities. Think of Nike, or Coca-Cola. Understanding your brand is the foundation for the visuals of your corporate character.

As with any part of your business, it is important to stay up to date with your branding.

How do you know that your brand needs an update? Here are seven important considerations.

1. You’ve recently changed your business

If you have acquired a new company, grown your business, or if you’ve started offering new services, it is a perfect time to update your brand. Your brand must speak to your marketing and consumers. If your business changes, your brand should adapt to reflect those changes.

2. There is inconsistency between branches of your business

We see this all too often with companies who have extensive, divided sectors of their organization. These sectors should compliment one another to promote a concise, consolidated brand.

3. You cringe or apologize when you show someone your logo or website

If this is you, stop reading right now and call Treefrog. You should be proud of your brand, your logo and your website. If you aren’t, your customers will know it.

4. Your competitors have updated their brands

We don’t mean this in a “keeping up with the Joneses” sort of way, but if your competitors are updating their brands, it means that they are going after new potential clients. That means, your potential clients. If they have a sexy new look that better represents their company, then something needs to be done about it.

5. It’s been 10 years since you updated your branding

A decade is a long time. Look at the differences in time between the 1990s to now. Your brand should keep up with how you do business. At no point should someone look at your logo and think “That looks so 1999!” Changing your brand does not mean losing sight of who you are. In fact, it means the opposite. Updating your brand carefully shapes your business while maintaining the authenticity, history and evolution of your company.

6. Your previous logo was not designed by a professional

If you used clip-art or a stock company to create your logo, you have not invested in your brand. Creating a brand should be a thoughtful, thought-provoking exercise that takes into account all the aspects of your company. It should be an investment into the identity of your organization.

7. You have lost your voice, audience or identity

If your current marketing is not working for you, it’s time to re-evaluate. You cannot expect to continue with your marketing as-is and expect different results. If you are not reaching your audience with the tactics you are using, then it’s time to change the conversation.

Your brand should capture and align with what your ideal customer is looking for. It should stand out from the crowd and invoke an immediate trust in your business.

Treefrog can help you gain new perspective on the perception of what your brand is, and what its potential could be. We can also help you understand your customers’ opinions and incorporate this into your messaging. Once we’ve helped you create a brand image that fits, we’ll help you transform the concepts into insightful and imaginative visuals that will make an unforgettable statement.

For more information or to inquire about updating your brand, contact us today.