When was the last time you gave your brand a little health check?
After a few years in business, it’s possible that you’ve been so busy making, packing orders and selling at markets we’ve neglected to stay on track of our brand.
We’ve said it before and we’ll say it again: your brand identity isn’t just your logo or colours.
It’s the whole experience people have when they interact with your work, your business and even you personally. It’s what makes you stand out from your competitors, and it should reflect your values, your style, and the individual and special qualities of your products or services.
We’ve formed a quick and easy way to review your existing branding and make sure it’s still hitting the mark.
Your Logo and Visuals
Take a good look at your logo, fonts and colours.
- Do they still reflect who you are now, or do they feel a bit dated?
- Are they consistent across your website, packaging, social media, and market stall signage?
- Do they connect with the audience you’re trying to attract today?
Sometimes a refresh (not a total rebrand!) can breathe new life into your visuals without losing your identity and little tweaks here and there can make a big difference.
Packaging and Presentation
Your packaging is often the first tangible interaction customers have with your brand.
- Does it match the story you’re telling?
- Is it eco-friendly, or at least aligned with your values?
- Does it make customers feel special when they open it?
Even the smallest touch like a simple branded postcard or a handwritten thank-you note can make an impact on how your customers feel about your brand and your business.
Website and Social Media
Scroll through your online spaces as if you were a first-time visitor, or ask a friend or relative to do it for you.
- Do your images feel consistent and on-brand?
- Does your bio, “About” page, or shop description still tell the story that not only you want people to know, but what they want to know?
- Are you using a consistent and on-brand tone of voice in captions, newsletters and product descriptions?
Your digital presence should feel like one cohesive brand experience, not a patchwork of random content that could come from a variety of sources.
Values and Storytelling
Brands evolve just like people do. Have your values changed?
- Does your branding still reflect your values and the things you care about most?
- Have your products or priorities shifted in the last year?
- Is your story still clear and easy to understand for someone who’s never met you before?
Customer Experience
Think about the moments your customers interact and experience your brand: from buying online, to receiving their order, to seeing you at a market.
- Does everything feel like it’s coming from the same brand?
- Is the customer journey smooth and aligned with the experience you want to create?
Sometimes small updates like better signage at markets or updating your email templates can tie everything together in a way that is cohesively on-brand.
Revisit your brand identity regularly to make sure it still feels like you. A strong, consistent identity builds trust, loyalty, and recognition and makes your work shine even brighter in the eyes of your customers.
Members, don’t forget when you’re logged in you’ll see additional supporting educational content and downloads below to guide you through your brand either from scratch or for a timely review.
Logged-in members have access to further learning below.
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