From the course: Designing an Authentic Brand
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What does authenticity mean to your customers?
From the course: Designing an Authentic Brand
What does authenticity mean to your customers?
- In running my firm for the last 20 plus years, I have found that many of the clients look to us to guide them in their branding process feel that their brand is truly authentic and well-liked. They simply think it needs a facelift or some adjustments to bring it to a more current and flexible modern perspective and format. Although many only do need those kinds of tweaks, about half of them discover that they have some work to do. That discovery is most often uncovered in a comprehensive brand audit and its relationship to who they think their ideal customers or personas are. I recommend doing a brand audit at least once a year. It should include internal audiences as well as external customers, past customers and whatever possible potential customers. Your annual audit will help you determine how your brand is performing in terms of the goals you have set and how it positions you in the market. Your brand audit should…
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