Your business or organization is only as good as the brand behind it. So what’s a brand? Here’s how Seth Godin defines it: “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. From this definition, it’s obvious a brand isn’t simply about a logo and some cool looking colors and fonts. A brand extends into a near-sentient autonomous character that your organization as an entity wields in its spheres of influence. Of course your logo, and other brand aspects matter, but we advise our clients on taking a more holistic look at their brand and the image it portrays. Our brand auditing service helps clients seek out fresh perspectives to their brand and image. We help you figure out how to transform your brand for greater growth, new markets; a different direction among many other issues. We address graphical elements as well as corporate culture elements that all contribute towards the overall brand experience your customers have. A typical brand audit session involves brainstorming and consulting with the experienced and creative consultants and directors at Fresh Design on the current branding and its influence on your overall business and how to change this if indeed there is found to be need to do so.

1. We first sit down with you and understand your needs and current brand situation.

2. We then take time to take in and understand what your expectations are, the reasons behind those expectations, your target market and other important aspects of rebranding.

3. From the previous step, we can now develop a solid and contextual brand audit for the client.

4. From the audit generated, we propose realigned recommendations on how to improve the brand and overall brand experience for customers.

5. Next is the creation of action items for the next step in the rebirth of your brand.

A cornerstone of our ability to help companies rebrand is that we are great at nonlinear critical analysis of brand dynamics. We believe brands should always be innovating so we undertake rebranding exercises with this in mind. In the same way products must evolve to keep up with market dynamics, so must brands. To schedule a sit-down with our creative directors, please call us on 312.880.9337 or email us at [email protected] We look forward to hearing from you and helping you breathe new life into your brand.