To conduct a thorough brand review requires much more than addressing the 3 problem areas I'm sharing now. However, as you begin thinking about these problems and their solution, you'll have a better understanding of the key elements of your brand, any problems with your brand, and solutions to those problem.
PROBLEM #1: Do your customers/clients share the same brand image as you?
Some of the tell tale signs that they do not are customer/client comments like:
SOLUTION; Develop a customer questionnaire to probe deeper and ask a few of your ideal customers to respond. You may want to give them a little incentive to do so, like a discount on their next purchase, a free gift or information that is an added value (for service businesses).
PROBLEM #2: Is there a consistent tone and voice across all communications and are the messages releavant to your communication's recipient?
SOLUTION: Conduct a communications audit.
PROBLEM #3:Do the visual elements of your brand (logo, website appearance, any other specific graphic or brand standard font) seem dated?
SOLUTION: If you think your graphics might be outdated, ask a graphics firm that specializes in branding to audit your graphic elements.
If you'd like to learn more about values-driven branding, download my free tip sheet: "7 Tips for a Values-driven Brand".