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Does your existing brand identity epitomise everything you stand for?

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Does it communicate the desired brand?

Test your brand identity by answering the following questions.

Remember, it’s not your opinion that really matters here.

It’s the opinion of your key stakeholders such as you customers and prospects that is most important.

Published in: Marketing
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Does your existing brand identity epitomise everything you stand for?

  1. 1. DOES YOUR EXISTING EPITOMISE EVERYTHING YOU STAND FOR? BRANDING, DESIGN & MARKETING
  2. 2. DOES IT COMMUNICATE THE DESIRED BRAND? BRANDING, DESIGN & MARKETING
  3. 3. TESTYOUR BRAND IDENTITY BY ANSWERINGTHE FOLLOWING QUESTIONS. BRANDING, DESIGN & MARKETING
  4. 4. REMEMBER,IT’S NOTYOUR OPINIONTHAT REALLY MATTERS HERE. BRANDING, DESIGN & MARKETING
  5. 5. IT’STHE OPINION OFYOUR KEY STAKEHOLDERS SUCH ASYOUR CUSTOMERS AND PROSPECTS THAT IS MOST IMPORTANT. BRANDING, DESIGN & MARKETING
  6. 6. BRANDING, DESIGN & MARKETING SO HERE’S OUR TO CHECKYOUR BRANDS HEALTH.
  7. 7. BRANDING, DESIGN & MARKETING IS IT SINGLE MINDED AND COHESIVE? ALLTHE ELEMENTS OFTHE BRAND IDENTITY MUST WORKTOGETHER.IFTHE TYPEFACE‘CLASHES’WITHTHE LOGO,ANDTHE COLOURS CONTRADICTTHE LOGO ANDTHETYPEFACE,YOUR BRAND IDENTITY WILL SEND CONFLICTING MESSAGES, (IN EXACTLYTHE SAME WAYTHAT CONTRADICTORY AND INCONSISTENT BEHAVIOUR WILL). >ONE.
  8. 8. BRANDING, DESIGN & MARKETING DOES IT WORK IN DIFFERENT MEDIA? THE FIRSTTHINGTO CONSIDER ISTHE RANGE OF MEDIATHAT ARE IMPORTANTTOYOUR BUSINESS.FOR MOST BUSINESSES THIS WILL BE VERY WIDE,BUTYOU CAN PRIORITISETHE 4-5 AREASTHAT WILL BE MOST IMPORTANTTO YOU. WILL IT WORK INTHESE MEDIA? >TWO.
  9. 9. BRANDING, DESIGN & MARKETING IS IT OWNED OR OWNABLE? INTHEORY,OWNINGYOUR BRAND IDENTITY IS ABSOLUTELY ESSENTIAL.FOR LARGE COMPANIES,WHO ARE INVESTING LOTS OF MONEY IN BUILDING A RECOGNISABLE BRAND IDENTITY,IT IS IMPERATIVE. ATTHE OTHER END OFTHE SPECTRUM,A SMALL BUSINESS,JUST STARTING,MAY NOT HAVETHE RESOURCESTO SECURE‘OWNERSHIP’EVEN IF IT WERE POSSIBLE. >THREE.
  10. 10. BRANDING, DESIGN & MARKETING IS IT FUNCTIONAL FORTHE CONSUMER? DEPENDING ONYOUR CATEGORY,AND HOWYOUR BRAND IDENTITY WORKS ACROSSYOUR BUSINESS,THIS CAN BE A VERY IMPORTANT CONSIDERATION.IF,FOR EXAMPLE,YOU ARE PRIMARILY A RETAIL BUSINESS,HOW ISYOUR IDENTITY GOINGTO WORK INTHE RETAIL ENVIRONMENT,WHICH REQUIRES A BLEND OF FORM AND FUNCTION. CANYOUR BRAND IDENTITY (COLOURS AND GRAPHIC STYLES) CARRY THROUGH INTO FUNCTIONAL ELEMENTS SUCH AS SIGNS,INTERIOR DESIGN AND INSTORE GRAPHICS,ETC. >FOUR.
  11. 11. BRANDING, DESIGN & MARKETING DOESYOUR BRAND IDENTITY MIRROR YOUR CURRENT BUSINESS MISSION, VISION AND VALUES? >FIVE.
  12. 12. BRANDING, DESIGN & MARKETING DOESYOUR BRAND IDENTITY ACCURATELY REFLECTTHE CHARACTER, PERSONALITY,ANDTONE OFYOUR BUSINESS? >SIX.
  13. 13. BRANDING, DESIGN & MARKETING HASYOUR PRODUCT LINE CHANGED,OR AREYOU ABOUTTO ADD PRODUCTS OR SERVICES THAT WILL DRAMATICALLY ALTERYOUR OFFERINGS? >SEVEN.
  14. 14. BRANDING, DESIGN & MARKETING ISYOUR BRAND IDENTITY –YOUR LOGO,TAGLINE,AND OTHER IDENTIFYING ELEMENTS – OUT OF STEP WITH CURRENT DESIGN AND CULTURAL TRENDS? >EIGHT.
  15. 15. BRANDING, DESIGN & MARKETING DOYOUR BRAND NAME,LOGO,AND TAGLINE APPEALTO CURRENT MARKET AND CULTURALTASTES ANDTRENDS? >NINE.
  16. 16. BRANDING, DESIGN & MARKETING ISYOUR NAME STILL AN APPROPRIATE LABEL FORTHE BUSINESSYOU’VE BECOME, THE PROMISEYOU KEEP,AND THE MARKETSYOU SERVE? >TEN.
  17. 17. BRANDING, DESIGN & MARKETING DOESYOUR BRAND IDENTITY LOOK DATED,WITH ATYPESTYLE, COLOURS AND DESIGNTHAT SEEM STUCK INTHE PAST? >ELEVEN.
  18. 18. BRANDING, DESIGN & MARKETING DOESYOUR BRAND IDENTITY MATCHTHE QUALITY AND SOPHISTICATION OFTHE BUSINESSYOU’VE BECOME? >TWELVE.
  19. 19. BRANDING, DESIGN & MARKETING IFYOUR ANSWERSTO SOME,OR ALL OFTHESE QUESTIONS HAVE GOTYOU THINKING,DON’T PANIC.
  20. 20. BRANDING, DESIGN & MARKETING IT DOESN’T NECESSARILY MEANYOUR BUSINESS IS HEADING FOR FAILURE. BUT IT MAY MEANYOU NEEDTO START EVOLVINGYOUR BRAND,SOONER RATHERTHAN LATER.
  21. 21. BRANDING, DESIGN & MARKETING Our Top Tip:
  22. 22. BRANDING, DESIGN & MARKETING THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRAND REVIEWS,STRATEGIES AND POSITIONING WHO CAN GUIDEYOU THROUGHTHE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT. >TOPTIP.
  23. 23. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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