Changing brand identity seems to be the focus of big business at moment with Google, Microsoft (explorer), Instagram, Uber, Lenovo, HP even KFC getting a recent overhaul. Its intriguing to read the reasons behind their decision to change. The digital firms response is common..its to attain a stronger "innovative" image and a step in a larger plan to communicate more fluidly for a newer market. This market is more dynamic so they are prepare aesthetics that allows flexibility at the next level. I bet there are entrepreneurs, business owners, directors and marketing staff all thought to themselves…does our brand identity or logo need a refresh? Not always, but its worth knowing where your brand stands at present.

Do you or don't you? First, gather up the letterhead, envelopes, proposal sheets, flyers, labels, business cards, email signatures, icons and web logos that you use for your daily business. Second, go take photos of your interior and exterior signage and print them out. Next, take screenshots of your website home page and subpages and print them out. Now, spread all the documents out alongside your company swag (pens, mugs, shirts).

Notice any obvious problems with this collection?

No, then brand conventions in are place and the way your communicating the business should be a positive exercise.

But if you detect some problems, please keep reading.

What you have now is an opportunity to make improvements that matter to your bottom line: communications consistency and team efficiency.

For more than a decade we really understand the importance of a brand identity, and constantly gain even more respect for its importance as we see the same strong brand elements in action year after year.  When working with such a diverse set of design and communication challenges over the years, it has become easier to recognise key statements that create an opportunity to discuss new branding alternatives. One of those statements is: "I have my professional logo, so I’m set for branding." Another key statement is: "My brother-in-law did my website design as a class project." Another is: "Our brochures were designed by one of those outsourced template sites." Certain brand elements may survive within the three examples, but there's a good chance that all the elements do not look like they belong to the same organisation.

Never disregard what brand identity is worth. Messaging, design and communication behaviours must be consistent to display a professional image – in every instance.

With consistency comes familiarity. With familiarity comes trust. With trust comes sales.

Strong brand identity, coupled with strong customer service, is a powerful combination. Communicating with a consistent brand identity helps customers feel at ease so they can put their trust in every level of a company. If your marketing collateral, website, vehicles, brochures, thank you cards and business cards look great, the person handing them out has more confidence. If they are uninspiring, they'll stay in the box or the prospect may not understand them. Also, you'll have more confidence to try new initiatives (e.g. direct mail campaigns) when there's a standard to follow.

To help implement a strong brand identity a visual Corporate Identity Guide is a ideal reference for a universal look and layout. Some of the elements included in such a Corporate Identity Guide would be:

Logos

Slogans

Colors

Business Cards

Letterhead

Envelopes

Postcards

Email Signatures

Photography

Ad Layouts

Brochure Layouts

Website Homepage Layout

Exterior/Interior Signage