Whether you are just starting out building a brand new brand or you are freshening up your brand there are many things to consider. If you don’t know where to begin here are the most important things to consider while creating or tweaking your brand.
- What is your company’s vision?
- What image does your company want to portray?
- What are the good features of your brand?
- What are the bad aspects of your brand, and how can you work fix them or remove them?
- What are the practical benefits associated with your brand?
- Is your brand consistent across the board with colors, fonts, symbols, visual styles etc.?
- Does everyone from the desk clerk to the CEO understand the brand and the image that you are trying to portray?
- What emotions are behind customer’s purchase of your products or services?
- How does your brand stack up against the competition?
- What can you do to bring the personality characteristics of your brand to life?
- How can you use the brand personality to attract and retain more customers?
- Do all of the elements of your brand integrate with one another?
- How can you deliver on the promise of your brand?
- Does your brand portray a trustworthy image?
- Are all of the elements of your brand delivered consistently?
- Are the total elements of your brand as simple as possible?
- Do you manage and reevaluate your brand on a consistent basis?
- Will your brand work internationally?
- Have you protected your brand legally?
This checklist will give you a great starting off point when you decide to build or change your brand. Sit down with a pen and paper and try to answer as many of these questions as possible to lead you in the right direction for your company.
