BEFORE YOU REBRAND: HOW A BRAND AUDIT REVEALS WHAT ACTUALLY NEEDS TO CHANGE

Summary from the TLDR Marketing newsletter

Conduct a brand audit before rebranding to identify the real problem. Compare internal strategy with customer feedback to determine whether the issue requires clearer messaging or a new identity. Review public touchpoints to find gaps between the intended brand and customer perception. Match each finding to the right fix rather than defaulting to a full redesign. Preserve existing brand equity and ensure the customer experience supports the brand promise.