Download Our How-To: How to Ensure Consistent Brand Expression



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.


In this How-To, you will learn:

  • Why naming a brand is more difficult, and less important, than it appears.
  • The internal-facing and external-facing criteria for evaluating brand elements.
  • When and why to update or refresh brand elements.
  • A framework for evaluating brand elements.
  • Examples of strong visual and verbal brand identity systems.