Essential characteristics

Focuses leaders on the possibilities
Jumpstarts robust conversations
Identifies gaps between positioning and expression
Uncovers inconsistencies
Reveals need for more differentiation

Adds value and sense of urgency to the process
Informs the creative team
Unearths brilliant and forgotten ideas, images, and words
Builds commitment to doing things right in the future

Process: Examining Language

Interviews

Stakeholder categories
Key learnings
Customer insights
Excerpts

Brand

Strategy
Positioning
Essence

Marketing research

Brand recognition
Survey results
Focus group findings
Perceptual mapping
SWOTs
Gap analysis
Benchmarking

Marketing audit

Logos and signatures
Brand architecture
Across marketing channels, media, product lines
Look and feel
Imagery
Color
Typography

Language audit

Voice and tone
Clarity
Naming
Taglines
Key messages
Navigation
Hierarchy
Descriptors

Competitive audit

Positioning
Logos
Brand architecture
Taglines
Key messages
Look and feel
Imagery
Color
Typography

Intellectual property audit

Trademarks
Compliance issues

Process audit

Existing guidelines
Technology
Collaboration