Creating a visual brand audit doesn’t need to be a daunting task. I once wrote about how an identity update can be a great confidence booster for you, your business, its employees and customers. But how do you decide whether your identity needs updating?
Not every update needs to be a complete redesign –sometimes a refresh or tidy up, such as a simplification of existing elements or a strategy to broaden your sub-brands, are also good reasons to update your identity. The important thing is to decide what you want to achieve from any brand refresh for an outcome to be successful.
What is a Visual Brand Audit
Why is a Visual Brand Audit Important
It’s a bit like the childhood game of Chinese whispers, with each handling of the logo someone new adds their own erroneous interpretation or ‘improvement’ and in the end nothing makes sense and the end message has been lost. Unless you have a strict set of guidelines you are diluting your brand and any disunity will be evident to your customers.
Time for a review!
Getting Started with your Visual Brand Audit
Working with your designer or marketing expert, collate anything that carries your logo and even those items that don’t. Include past and present documents, brochures, stationery, your website, signage, etc. You may find it useful to print them out, categorise them (eg. stationery, product brochures, electronic, print, corporate, internal and external documents, packaging, etc.) and stick them on large A1 posters.
Review and evaluate your findings and do some market research into how your employees and customers perceive your brand. Look for inconsistencies when viewed collectively:
- Are there too many variations of the logo?
- Has the logo quality been compromised?
- Are the proportions and colours consistent?
- Is the same font being used throughout?
- Are there differences between corporate and retail?
- Where can you maximise exposure?
- Do your customers refer to your business with an initialism or acronym?
- How can you strengthen and improve your exposure?
- Is your product photography or brand imagery consistent?
How Long Should a Visual Brand Audit Take
Use your visual brand audit to convince management that your brand needs some care and attention.
If you haven’t reviewed your identity in the last five years a visual brand audit may just be what your business needs.
Why Should I Update My Brand
Need Help with Your Next Visual Audit?
If you’re a little time poor but would like Paraph to assess your current brand strenght and exposure, why not get in touch and arrange for us to manage your next brand audit?
Clients say I’m flexible, ingenious, reliable and fast. I’ll use my extensive knowledge of on-and-offline media design to cut to the quick of what every brand needs, allowing me to mastermind outstanding brand identities that make people sit up and take notice.
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