From the course: Advanced Branding
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Conduct an internal brand audit
- If you're breathing new life into an existing brand, pivoting to a new market, or working to make your brand consistent, it's important to start with an audit. A brand audit takes a look at every touch point of the brand, and it also reviews any iterations that have occurred over time. To really understand what needs to change and where your brand is headed in the future, you must determine where you've been and where you are now. Your brand audit brings everything that is scattered into one place. I like to start at the origin of the company and document taglines, symbols, phrases, and imagery that was used in chronological order. Maybe there's something of value that can be brought back or repurposed. Perhaps you notice a trend, something that for one reason or another stuck, despite shifting ideas. Once you have the history documented, the next challenge is to outline every touch point. What does a customer…
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