Consistency in your brand messaging is key in communicating your core offerings. Even if you’ve defined your unique value proposition, this won’t be clear to your target audiences if your marketing materials don’t reflect it. As you’re evaluating your need for a rebrand, gather every piece of marketing you use or have used, and prepare to take a close look at each item.
Start with Your Logo
A business’s logo is the cornerstone of the brand, the starting point in creating that instant recognition among your target audience. However, the design process can cost quite a bit of time and money — two things budding entrepreneurs find are in short supply. Think about how you would do your logo today, knowing what you do now about branding. Now think about how you could put those ideas in place to give it an updated look. Remember, a rebrand doesn’t mean trashing your logo. Simple font and color hue adjustments can make a big impact.
Move on to the Marketing Collateral
Up-to-date marketing materials are important for every business, regardless of whether or not sales are involved in the day-to-day success of the venture. Gather up all of your collateral – brochures, pitch decks, direct mail – and review the messaging and overall design. Are they communicating the brand effectively? Is the message the same across each marketing piece? Does it have the correct address and contact information? It helps to sit down with all materials at once to get a top-level view of your marketing program.
Finish with a Complete Audit of All the Rest
A marketing collateral audit doesn’t only refer to sales materials; take a look at every item that contains your company name or logo. This includes items like business cards, pens, signage, stationary and envelopes. You might be surprised with just how many outlets your brand touches! Not only should you look over everything for accuracy, but also think about necessity. For example, branded USB drives were all the rage 10 years ago, but today this will make you look outdated.
After conducting your audit of all marketing materials, you’ll probably be surprised at just how much your business has evolved since its startup days. Still don’t know whether or not you need a rebrand? Take our quiz!