Faithful to Your Brand? A Brand Identity Audit Will Tell


Some businesses and organizations open their doors with little more than a logo and basic brand identity materials like business cards, letterhead and few forms. Others make their mark in the marketplace with a well-defined set of brand identity guidelines for application across all their marketing communications.

Some quickly discover it’s not long before brand standards begin to slip. As you open new locations, launch new products, services and packaging, or create new marketing materials, it’s not uncommon to see logos and branded materials with different colour shades, inconsistent fonts and other unwelcome variations.

If this situation applies to your operation, don’t panic. Instead, audit.

Begin by collecting all your printed materials, like business cards, invoices and statements, letterhead, annual reports, brochures, newsletters, point-of-purchase signage and sales materials. Lay them out on a desk or conference room table, and evaluate every piece to see if your logos, as well as brand colours, typefaces and other elements, are used faithfully—or if “rogue” styles have crept in. You may even discover you’ve produced some items that aren’t displaying your identity at all.

Follow the same process for your online branding. Websites, email templates, and social properties should reflect your offline branding.

When conducting your brand identity audit, consider enlisting the expertise of a graphic designer. Logos, colours, typefaces and more are their “stock in trade,” and they’re often able to identify irregularities that others might overlook. Of course, if an inconsistency is detected, you’ll have a design professional on hand to suggest or implement a solution.

To Do: If you don’t have it documented already, for an easy reference throughout your organization, create a style guide or sheet that outlines proper and improper logo usage, company fonts and colours, email signature standards and more.

Need help conducting your branding audit? Require assistance in updating or applying your branding to your marketing materials? We’re here to help.

Fast. Local. Personal. For over 35 years KKP has been supplying a comprehensive range of high-quality print, design and sign services as well as marketing assistance to Canadian businesses. For expert assistance, attentive service and affordable prices, contact us today. 

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