does your existing brand identity epitomize everything you stand for?
TRANSCRIPT
DOES YOUR EXISTING
EPITOMISE EVERYTHING YOUSTAND FOR?
BRANDING, DESIGN & MARKETING
DOES IT COMMUNICATETHE DESIRED BRAND?
BRANDING, DESIGN & MARKETING
TEST YOUR BRAND IDENTITYBY ANSWERING THEFOLLOWING QUESTIONS.
BRANDING, DESIGN & MARKETING
REMEMBER, IT’S NOT YOUROPINION THAT REALLYMATTERS HERE.
BRANDING, DESIGN & MARKETING
IT’S THE OPINION OF YOUR KEYSTAKEHOLDERS SUCH AS YOURCUSTOMERS AND PROSPECTSTHAT IS MOST IMPORTANT.
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
SO HERE’S OUR
TO CHECK YOUR BRANDS HEALTH.
BRANDING, DESIGN & MARKETING
IS IT SINGLE MINDED AND COHESIVE?ALL THE ELEMENTS OF THE BRAND IDENTITY MUST WORK TOGETHER. IF THETYPEFACE ‘CLASHES’ WITH THE LOGO, AND THE COLOURS CONTRADICT THE LOGOAND THE TYPEFACE, YOUR BRAND IDENTITY WILL SEND CONFLICTING MESSAGES,(IN EXACTLY THE SAME WAY THAT CONTRADICTORY AND INCONSISTENTBEHAVIOUR WILL).
>ONE.
BRANDING, DESIGN & MARKETING
DOES IT WORK IN DIFFERENT MEDIA?THE FIRST THING TO CONSIDER IS THE RANGE OF MEDIA THATARE IMPORTANT TO YOUR BUSINESS. FOR MOST BUSINESSESTHIS WILL BE VERY WIDE, BUT YOU CAN PRIORITISE THE 4-5AREAS THAT WILL BE MOST IMPORTANT TO YOU.
WILL IT WORK IN THESE MEDIA?
>TWO.
BRANDING, DESIGN & MARKETING
IS IT OWNED OR OWNABLE?IN THEORY, OWNING YOUR BRAND IDENTITY IS ABSOLUTELYESSENTIAL. FOR LARGE COMPANIES, WHO ARE INVESTINGLOTS OF MONEY IN BUILDING A RECOGNISABLE BRANDIDENTITY, IT IS IMPERATIVE. AT THE OTHER END OF THESPECTRUM, A SMALL BUSINESS, JUST STARTING, MAY NOTHAVE THE RESOURCES TO SECURE ‘OWNERSHIP’ EVEN IF ITWERE POSSIBLE.
>THREE.
BRANDING, DESIGN & MARKETING
IS IT FUNCTIONAL FOR THE CONSUMER?DEPENDING ON YOUR CATEGORY, AND HOW YOUR BRAND IDENTITYWORKS ACROSS YOUR BUSINESS, THIS CAN BE A VERY IMPORTANTCONSIDERATION. IF, FOR EXAMPLE, YOU ARE PRIMARILY A RETAILBUSINESS, HOW IS YOUR IDENTITY GOING TO WORK IN THE RETAILENVIRONMENT, WHICH REQUIRES A BLEND OF FORM AND FUNCTION.CAN YOUR BRAND IDENTITY (COLOURS AND GRAPHIC STYLES) CARRYTHROUGH INTO FUNCTIONAL ELEMENTS SUCH AS SIGNS, INTERIORDESIGN AND INSTORE GRAPHICS, ETC.
>FOUR.
BRANDING, DESIGN & MARKETING
DOES YOUR BRAND IDENTITY MIRRORYOUR CURRENT BUSINESS MISSION,VISION AND VALUES?
>FIVE.
BRANDING, DESIGN & MARKETING
DOES YOUR BRANDIDENTITY ACCURATELYREFLECT THE CHARACTER,PERSONALITY, AND TONEOF YOUR BUSINESS?
>SIX.
BRANDING, DESIGN & MARKETING
HAS YOUR PRODUCT LINECHANGED, OR ARE YOU ABOUT TOADD PRODUCTS OR SERVICESTHAT WILL DRAMATICALLYALTER YOUR OFFERINGS?
>SEVEN.
BRANDING, DESIGN & MARKETING
IS YOUR BRAND IDENTITY – YOURLOGO, TAGLINE, AND OTHERIDENTIFYING ELEMENTS – OUTOF STEP WITH CURRENT DESIGNAND CULTURAL TRENDS?
>EIGHT.
BRANDING, DESIGN & MARKETING
DO YOUR BRAND NAME, LOGO, ANDTAGLINE APPEAL TO CURRENTMARKET AND CULTURAL TASTESAND TRENDS?
>NINE.
BRANDING, DESIGN & MARKETING
IS YOUR NAME STILL ANAPPROPRIATE LABEL FOR THEBUSINESS YOU’VE BECOME,THE PROMISE YOU KEEP, ANDTHE MARKETS YOU SERVE?
>TEN.
BRANDING, DESIGN & MARKETING
DOES YOUR BRAND IDENTITYLOOK DATED, WITH A TYPESTYLE,COLOURS AND DESIGN THAT SEEMSTUCK IN THE PAST?
>ELEVEN.
BRANDING, DESIGN & MARKETING
DOES YOUR BRAND IDENTITYMATCH THE QUALITY ANDSOPHISTICATION OF THEBUSINESS YOU’VE BECOME?
>TWELVE.
BRANDING, DESIGN & MARKETING
IF YOUR ANSWERS TO SOME, OR ALLOF THESE QUESTIONS HAVE GOT YOUTHINKING, DON’T PANIC.
BRANDING, DESIGN & MARKETING
IT DOESN’T NECESSARILY MEAN YOURBUSINESS IS HEADING FOR FAILURE.BUT IT MAY MEAN YOU NEED TO STARTEVOLVING YOUR BRAND, SOONERRATHER THAN LATER.
BRANDING, DESIGN & MARKETING
Our Top Tip:
BRANDING, DESIGN & MARKETING
THERE ARE BRAND CONSULTANTS WHOSPECIALISE IN BRAND REVIEWS, STRATEGIESAND POSITIONING WHO CAN GUIDE YOUTHROUGH THE WHOLE PROCESS AND ADD AFRESH PERSPECTIVE TO THE PROJECT.
>TOP TIP.
