So you’re taking an audit of your business’s brand and are considering if it’s time for a refresh?
Your business’s identity is composed of a multitude of different elements that interconnect and form a cohesive visual language. However, if this language isn’t speaking to you or your audience, it’s worth taking the time to figure out why. Here are a few key branding elements and what they might say about your brand.
What’s in a name?
Shakespeare famously posed the question “What’s in a name?” in Romeo and Juliet. But some 400+ years later, the question remains one worth asking. In marketing and branding, a good brand name can go beyond just how others identify your business – it can become synonymous with your product or service. For example, searching something up by giving it a Google, sitting down to watch some Netflix, or needing a Band-Aid to cover a cut. When used correctly, a brand name has staying power exceeding far beyond something that can be purchased. If your business isn’t cutting through the market, your name might be a contributing factor.
Is your logo selling you?
A logo is everything about your brand filtered through into a single visual representation. Of course, this doesn’t need to be literal – in fact a good logo should be subtle. However, a good logo does a lot of the heavy lifting by saying who you are, what you do and what you stand for. On the other hand, a bad logo can send out a confusing or misleading message to your audience. If part of your message isn’t breaking through to your audience, make sure your logo is aligned.
Are your colours setting you apart?
Colours play multiple roles in terms of your visual identity. While colour theory is critical in how your audience may interpret your brand, colour is key in positioning yourself apart from your competitors. If your five closest competitors are all using a navy in their colour palettes and so are you, it might be time to disrupt the market and switch to something brighter and more eye-catching.
Have you made your typography is consistent?
There’s a subtlety to the typography and font choices in your business’s brand that might mean it’s being overlooked. While it can be easy to assume they aren’t as important as some of the other elements on this list, typography works to make sure your business is recognisable at every level. Whether you use serif or sans-serif is just one aspect to consider. The individual fonts, weights and use of capitalisation can all have an effect on how your brand is seen. What’s more is if this isn’t consistent across all your deliverables, it might be seen as your business not being consistent. So taking the time to get this right is a must.