Create a war room

Create a war room, and put everything on the walls. Buy file boxes and create hanging files for categories. Devise a standard system to capture findings. Take a “before” picture.

Request Materials

The following is the broad range of materials to request. It is important to create an effective organization and retrieval system since in all probability you will be amassing a large collec-tion. It is important to have someone provide background about what has worked and what has not worked.

Brand identity
All versions of all identities ever used
All signatures, marks, logotypes
Company names
Division names
Product names
All taglines
All trademarks owned
Standards and guidelines

Business papers
Letterhead, envelopes, labels, business cards
Fax forms
Invoices, statements
Proposal covers
Folders
Forms

Sales and marketing
Sales and product literature
Newsletters
Advertising campaigns
Investor relations materials
Annual reports
Seminar literature
PowerPoint presentations

Electronic communications
Website
Intranet
Extranet
Video
Banners
Blogs
Social networks
Apps

Internal communications
Employee communications
Ephemera (T-shirts, baseball caps, pens, etc.)
Holiday greetings

Environmental applications
External signage
Internal signage
Store interiors
Banners
Trade show booths

Retail
Packaging
Promotions
Shopping bags
Menus
Merchandise
Displays

Process: Marketing Audit

Markets served

Sales and distribution
Marketing management
Communications functions
Internal technology
Challenges

Request materials

Existing and archival
Identity standards
Business papers
Sales and marketing
Electronic communications
Internal communications
Signage
Packaging

Create a system

Organization
Retrieval
Documentation
Review

Solicit information

Contextual/historical background
Marketing management
Communications functions
Attitudes toward brand
Attitudes toward identity

Examine materials

Business papers
Electronic communications
Sales and marketing
Internal communications
Environments
Packaging

Examine identity

Marks
Logotypes
Color
Imagery
Typography
Look and feel

Examine how things happen

Process
Decision making
Communications responsibility
In-house and webmaster
Production
Advertising agency

Document learnings

Equity
Brand architecture
Positioning
Key messages
Visual language