We're getting re-branded

We're updating our brand. After 13 years our brand has been "updated," "tweaked" and just plain misused. And as an ad agency, it's our JOB to create brands and ensure that they are cohesive, consistent and treated with reverence at all times. But alas, a review of our own ads, stationery, Web site and other marketing materials showed that we had a brand problem. The creative team noticed it first and debated on who should be the one to bring it to my attention. I had, after all, just made a presentation on branding to an area public relations group. And I was quite attached to our existing brand, thank you very much.

But we looked at our materials side by side and it became quickly obvious that somehow, sometime, our brand had gotten diluted. . . a different font here, a logo variation there, a new color scheme there. So we're doing a complete overhaul of our materials. I've gotten past the initial reluctance and am actually excited after seeing the new creative from our team.

Here's a tip if you're wondering about your own company's brand. Conduct a "collateral audit." Take every piece of collateral from your business and put it on a table and review it all together. Pull your fax cover sheet, notecards, envelopes, everything. If you can't tell that they are all from the same company, then you need a brand overhaul. Believe me, it's painful, but in the end you'll find that a cohesive brand will increase the odds of your business being recognized and remembered.

Check out some of our branding projects here.