B2B Expo logo

27 & 28 MARCH 2019

ExCeL LONDON

Five Ways to Quickly Audit Your Brand

The word ‘brand’ is frequently bandied around and often misinterpreted. Any B2B business must have a clear understanding of what its brand is and what it stands for. If you’re concerned about your own brand, here are 5 simple questions to ask yourself:

1. Does everyone in your organisation understand your core brand position?
2. Have you surveyed your staff, suppliers and clients in the past 3 years?
3. Can you easily articulate what you or your company does in a few words?
4. Do you know what differentiates you from your competitors?
5. Does your visual identity reflect the true nature of your brand?

A brand isn’t just a logo. It’s how someone instinctively feels about your company. What their reaction is when they hear your company name, when they walk through your door, or when they call your office.

The physical representation of your brand (your visual and verbal identity) should reflect your core values and personality. For example, if your brand values are simplicity, honesty and collaboration, but you have 4 different logo types, a cluttered website and a written language that uses lots of confusing ‘business speak’, you’re missing the mark.

Once these things are aligned, a business can really grow and flourish.

Marmalade on Toast

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