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If there’s one thing that’s really key to developing and maintaining a strong brand, it’s this: consistency. Businesses that are constantly revising their visual identity and jumping from one look to the next are going to find it hard to establish a strong brand that consumers recognize.
The Brand Audit
Before we can fix something, we need to know what’s wrong with it. That’s why it’s a good idea to do an audit of your organization’s existing brand. Take a look at the current brand messaging, visual identity, how the website looks and feels, print collateral, and so on. Evaluate the strengths and weaknesses that currently exist. What needs to change? What elements do you want to keep? This is a good time to evaluate the brands of your competition as well.