5 Key Elements to a Successful Brand and Image Audit
By Daniel Fogg

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1. Research
Finding your source of inspiration is an important part of the process of research since it can help you maintain a sense of originality and creativity and prevent your ideas from falling into a "designer's rut" where you start to design off-the-shelf for lack of ideas. Inspiration comes from any number of sources, obvious and not so obvious. You may find inspiration in the typographic layout of a magazine article, the lines and forms found in a painting at an art gallery, or maybe the colors and sounds experienced at a movie theater. The other important element to proper research extends outward from the artistic/creative process and into the business/marketing world. A solid understanding of your client's market, the target consumer and the leaders in the business-space will provide the necessary foundation for designs that match the client's expectations and goals. As a designer, it is your responsibility to understand the "best practices" of your client's industry. Researching the business history, understanding the typical customer profile and identifying major competitors is an important part of establishing yourself as a trusted agent working with your business clients as a partner in the brand building process.

The client profiled in this case study example is Laser Cosmetic Solutions, one of the latest in a rapid growth industry that combines high-technology procedures like lasers and microdermabrasion with more traditional spa features such as facials and cosmetic services. Laser treatments and medical cosmetics are a major growth industry but they have their roots in the very well-established spa and salon fields so there is a wide-array of design examples to be found in product catalogs, package designs and competitor websites. Laser and other medical procedures offered at these businesses are considered more exclusive and high-end so a strong sense of quality, professionalism and experience are imperative qualities to impress upon the typical clientele of these establishments. At the same time, some of these procedures may seem more extreme and in some ways intimidating to the person on the street, so a sense of warmth and accessibility is also important.


2. Color Theory
Once you have completed your preliminary research, you are on your way to the concept design phase. Choosing the right colors is an important first-step that sets the tone of your subsequent artwork. This is where formal instruction in color theory, the principles of color philosophy and the impact of color on human psychology is very helpful in selecting the right palette. If you have not had any specific training in color theory, it is still possible to play catch-up by reading some excellent books on color for both production and art (see book review of Designer's Color Manual: The Complete Guide to Color Theory and Application here). Traditional painting color theory books are also helpful. Do not get caught in the mindset of only looking at modern, tech savvy publications because age-old standards of good color still apply in the modern era of digital art.

For a design presentation it is best to document your ideas and choices with notes on the rationale and strategy behind your color palette for the client's brand. Critique and new color palette samples for the example client are highlighted below. Note the inclusion of a color wheel for referencing compliments and analogous color schemes.

Original Color Scheme Click here for larger PDF version (Acrobat Reader required)

Proposed Color Scheme Click here for larger PDF version (Acrobat Reader required)

3. Typography
Typography is occasionally overlooked as a design element since it does not have the visual splash of an illustrated logo or the emotional reaction that bold color choices can evoke. Often typography has a more subtle influence on design but its power is evident in any viewer's eye when it is executed properly. Good typographic layout versus bad typographic layout is the difference between an amateur and a seasoned pro. For Laser Cosmetic Solutions I showcased their business card to highlight where the current typography was not working and what could be done to improve the overall look.

Original Business Card Click here for larger PDF version (Acrobat Reader required)

New Business Card Click here for larger PDF version (Acrobat Reader required)

To illustrate the improvements the new font selections and typographic settings could bring to a more text-heavy layout, a sample brochure was created that included longer passages of text in comparison to the business card. When conducting a design audit for typography, consider all the elements of layout for establishing your new "rules" of design for the client. Besides selecting the right typeface, establish the settings for leading, tracking, kerning, justification and capitalization as elements in your design "toolbox". In the sample brochure, a clean, open sensibility to the page layout was created through narrow columns, wide page margins on the sides, and increased leading. The brochure design had the beneficial side-effect of demonstrating versatility and flexibility of the proposed solution which is key element number 4 to an image makeover.

11" X 17" Single fold, layout Click here for larger PDF version (Acrobat Reader required)

4. Comprehensiveness
Often it may be the case that you are asked to provide a redesign of a single brand element such as a logo, or a business card. As a proactive designer, you may decide to take it upon yourself to provide a more comprehensive vision for your client, one that solves multiple design challenges across various marketing media. Solid design elements including your recommendations for color and typography should bring success in smaller projects like business cards and larger projects such as brochures or websites. Although this is admittedly a larger investment of your time as a designer the upshot is that you will have an opportunity to broaden the scope of your potential contract and/or secure a larger deal down the road. Helping the client envision their potential by showcasing a big-picture approach is what can separate a designer who simply "executes" artwork from a professional brand consultant who can speak of brand and image as it aligns with the long-term plan of the client's business.

Website concept design Click here for larger view

5. Presentation
The final key element of a brand audit that can make or break your entire pitch is your presentation to the client. Superb designs will not win you the job without excellent presentation skills. The ability to discuss the details of your approach to each design will establish a sense of professionalism and foster trust on the part of the client. Besides making good eye contact and starting with a smile and firm handshake, it helps to have a short introduction of who you are including some of your previous design experience and what you intend to accomplish at the end of the meeting.

When it comes to the actual presentation of your design work, keep in mind that it is not necessary to use an overly elaborate means of display. For a one-on-one meeting a digital-projector slide-show is probably overkill. Consider printing about 10-20 samples of your best work on standard letter-size paper compiled into a binder with sheet protectors. By including your work in a standard binder the client has the opportunity to pick up your portfolio and flip through it themselves rather than rely on you to drive the presentation from a distance. Be able to speak 2 or 3 interesting comments about each design and make sure to open the presentation up to discussion and questions along the way.

As part of the process of discussion and questioning, make sure that when you present your concept work, you preface it as a potential solution rather than the ONE and ONLY design pathway to take. Highlight the collaborative nature of the design process so every stakeholder feels involved and in-control over the big decisions that will affect the long-term brand and image of the business.


Final Comments
That wraps up my top 5 key elements of a successful brand and image audit. Remember that these are just general suggestions of one type of approach to discussing brand and image with a potential client or business. You should try to establish your own best practices based on what fits your work methodology and processes. If you have other ideas or suggestions please feel free to e-mail me at info@innovativedesigns.com.