Businesses evolve. Their branding often does not. This guide helps you recognize when a brand no longer fits — and understand the full scope of what branding actually involves.
Signs a Brand May Need Work
- The company has outgrown its original identity
- Different materials use different colors or fonts
- The logo no longer fits the target audience
- The business looks cheaper than its competitors
- Messaging changes depending on who is speaking
- Customers misunderstand what the company does
- New services do not fit the current identity
- The company is entering a new market
- The visual identity looks dated
- The website and physical brand feel disconnected
What Branding Actually Includes
- Brand Positioning
- Messaging
- Logo System
- Typography
- Color
- Photography Direction
- Creative Direction
- Voice
- Templates
- Physical Applications
- Digital Applications
A logo is not a brand
A logo is one component of a brand — not the entire brand. Branding is the system of decisions that shapes how your business is perceived.
What to Prepare
- Current logo
- Existing guidelines
- Company history
- Mission
- Audience
- Competitors
- Brands you admire
- Brands you dislike
- Business goals
- Future expansion plans
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