Over the coming issues The Pudding, Limerick, is going to talk all things branding and take you on a journey of brand discovery.
First Stop…
Get under the skin of your brand. The best way to do this is by conducting a brand audit. This will establish how healthy your brand is, what you are doing well and what elements you need to change to optimise your brand. It should be carried out as the brand evolves and not just at the beginning of the brand building process. Central to your audit will be the question ‘Why?’. And yes, audits can take time but we promise you by taking the time to have a proper look at your brand, it will not only save you time and money but you see the financial results.
Strategy
If your brand has changed over the last few years, elements of your brand strategy will need to be revised. When reviewing your strategy always ask why. Your mission must capture the essence of your brand. You must be crystal clear on who you are, what you do and why you do it. Your vision captures what your goals are for your brand. Your brand values are fundamental to living your brand. When auditing your brand, ask yourself if you live and breathe those values. For example, if transparency is one of your brand values is it central to every aspect of your brand, internally and externally from the services you provide to the people you employ?
Identity
Look at your brand identity. Brands should ask themselves why they choose their name and logo and what does it say about their brand as it exists today. Does your brand’s personality shine through in your logo, brand assets, website and social media? What does your current look and feel say about you? What is overall brand message saying? Is your messaging consistent throughout the brand?
Implementation
As part of your audit consider how your brand is implemented. What about the brand experience? Do you offer the same brand experience offline and online? Does it engage people? Do you stand out from the crowd? Why? Review your competitors. Do you have a strong brand culture? Your people are your brand. Your brand culture should reflect your values. Does your team live those values? Every organisation needs to build a culture that will attract and retain the right people. Do people want to come and work with you? Always ask why!
A 360 Degree view
Take a holistic approach and carry out this brand audit internally and externally. Team members and stakeholders should take part in the brand audit. This will give you a true reflection of your brand from the ground up and will give you a real insight into how healthy your brand is.
While a brand audit may seem like a daunting prospect, it will put you on the right path to establish a brand that is truly reflective of whom you really are. The outcomes of the brand audit will determine your next step but don’t just take our word for it. The Proof is in The Pudding.
Article by: Sandra Honan, Communication Strategist at The Pudding