Time For A Brand Audit? How To Start 2018 With a Strong Brand
2018 is here and you may be asking yourself, "Is it time for a brand audit"? Or if that question isn't on your radar, maybe it should be!
I know there are so many things to consider during a brand audit so where do you begin? Let's start with the definition of a branding audit and why it is so important to take your business to the next level!
Step One: Knowledge IS Power - What Exactly Is A Brand Audit?
A brand audit is a thorough examination of a brand's current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments.
Step Two: Take A Step Back
Before you decide on a rebrand, it is important that you take a step back and look at your company as a whole. If you have been in business for over a year than this is perfect timing, especially now since the new business year just started!
Here is what to look into:
1. Mission + Values: All businesses should have them regardless if you provide a service or sell a product. This is the platform that your company should stand on. Things to ask yourself: How are your mission and values holding up? Have your clients and customer interactions kept true to your mission and values? Do you feel like your mission statements/values are true to your business? This is your chance to take another look at your business' foundation: your mission, values, and really your "WHY" - why my business, why me, why us. Having a strong mission statement and values will set you apart from the crowd, help you tell your brand story and attract your ideal clients!
2. Clientele: The next aspect of business you will want to examine if your ideal clientele. Take a look at your ideal client personas. Does that still describe your idea client? Do you feel like you've been attracting your ideal clients? If there has been a change in preferred clientele, that's not bad. However, the goal is for you to not have to keep changing it in the future. We want you to take the time now, establish your true ideal clientele, create in-depth personas for each ideal client, and form your entire business/branding message to speak directly to them.
3. Client Interaction: Finally we will want to examine the types of clients and experiences you've taken on this past year or more. I know we all have moments in business where things may be slower, so we decide to take on clients that are not ideal for our business. However, Birds of a feather flock together, so if you are doing amazing work but for your wrong clients, you will be referred out to someone else who ends up not being your ideal client either - and the cycle continues. Examine: How have my client experience been? How about my referrals? Am I taking on anything that comes my way or am I being intentional with my clients?
Step Three: Design
Design is a HUGE aspect of branding - The design is the vehicle in which your branding message will translate to your ideal clients.
Here are some items to think about when it comes to design:
1. What is your color palette really saying?
2. Are the colors that you currently have based off trends in your market or because you just like them?
3. What emotions are your current palette displaying?
4. What colors are your competitors using?
5. Logo Design: Does it have longevity? Does it correlate to the correct target market?
Our best piece of advice when it comes to brand auditing or design is to actually consult with a professional about your design, logo, branding message, etc. It is one of the best investments you can make for yourself and your business.
Now you have it, a few of my tips to keep in mind when considering a rebrand for your business.