In a brand audit, one of the key steps is to inventory all of the brand’s elements: names, logos, URL’s, symbols, jingles, spokespeople, taglines, sub-brands, sounds, colors, characters, endorsements, partners, and more. Taken together, these elements ensure a consistent, identifiable visual and verbal presentation of the brand.
Making sure all of the elements work together takes careful planning and communication to everyone who is charged with presenting the brand. Successful brands know consistent brand expression is worth the effort. Virgin, Harley-Davidson and Apple all have identifiable verbal and visual styles that contribute to their strong equity.