So you have a logo...congratulations on completing step number one. If you really want to get results you have to do more. A brand audit expands on your logo and takes every aspect of your brand into consideration.
The first step is to look at your logo and put design aside.
Is it easily reproducible? If your logo was designed in a vector format then the answer is yes! If, however, your logo is made up of pictures from the internet or if it was created in Photoshop, then the answer is no. Vector design software such as Adobe Illustrator allows for designs to be enlarged infinitely without a loss of quality. This is a MUST if you plan on using your logo without restrictions.
Next, examine your logo closely. Notice the color and font choices. Put it in a line-up of your competitor's logos. Does it blend in? Does it look like it comes from the same industry? Does it really convey what you do?
With the logo design and content settled, it's time to consider your brand as a whole. Many business owners do not understand that a brand is much more than a logo. It includes every aspect of your business. A few of the aspects that we consider when performing a brand audit include:
- Your position in the market relative to your competition
- The tone and personality of your written materials
- Consistency in logo application, color usage and imagery
- Consistent brand language
Each of these points must be considered in order to create a successful brand. Think of national advertisements that you have seen. You will notice that all of these elements are considered every time.
I like to think of a logo as your bare essentials. Say you're out in the woods and you need to start a fire. Your logo is the flint and steel. It can get the job done, but it's not nearly as powerful as a 50 gallon drum of gasoline and a flamethrower. When you develop a brand rather than just a logo your company has much more potential to get the job done.
Consistency is key. If you are consistent and targeted in all of your messaging then you WILL see results.
Check out some of our latest branding work by viewing our portfolio!