Any design, marketing or branding project should begin with a brand audit. A brand audit consists of a brand inventory and a brand exploratory.
A brand inventory consists of taking count of what brand elements already exists, if it’s worth keeping, and why it exists in the first place. Every element should contribute to company value through brand equity.
A brand exploratory is specific quantitative and qualitative research to determine how consumers perceive your brand. This is where existing brand equity is truly exposed.
Before either of these items occur, we should first determine how your brand came to be, how it got to where it is today, and how the goals of your business, existing marketing strategy and how you want to be perceived in the public will affect what comes next.