There can be a common misconception that brand = logo and that an occasional brand refresh is enough to keep up to date and ahead of competitors….wrong.
A brand is a blend of factors that customer’s perceive your company to be. This can be derived from:
The latter list is important but these should be integrated to the first list for them to create the final product. After all, what is the point of designing a fancy logo if it doesn’t actually represent what your business is all about?
So, is your brand being perceived how you want it to be?
A great way to do this is to carry out a simple brand audit with key stakeholders including staff, customers and suppliers. The results can then be paralleled to your desired perception to see if there are some changes required. A brand audit contains questions such as:
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