You might be setting a branding and creative strategy for a new start-up. Or considering whether some rebranding might be necessary for an established business. Either way, here are five simple questions to consider as you assess what's currently in place or could be needed...

Are you clearly identifiable?

The branding you undertake should clearly identify the products or services you provide - and it should be clear that they belong to you. Otherwise, it's not uncommon for a potential customer to identify a product but associate it with a competitor! If this happens, you are always playing catch-up.

Is your branding fully understandable?

The public - potential customers - should be able to understand what you're about, and achieve this with the minimum of effort. Be careful of using industry-specific (and often prospect-excluding) jargon. Equally, the use of buzzwords or wordplay can confuse people.

How will your customers respond?

Imagine you are a wedding-cake baker that refuses to take any ideas from the happy couple and decides to do it your way. They only see the finished article as they're preparing to cut into it. It's similar if you undertake branding without understanding customer needs, expectations and even doubts. Or if you craft something that resonates within your business or organisation but not outside of it.

Is it positively impactful?

Considering the previous points should provide the basis for branding and identity creation that will gain attention in the way you wish it to.

Is it going to work long-term?

Branding isn't the same as a short advertising burst for a specific product or service. It has to build up both recognition and understanding and then maintain, and further build on this, over the longer term. Years from now, it should look as good as and be as relevant as it is today. Frequent rebranding simply confuses your audience and the images and information won't easily be front of mind at the appropriate moments.

And question six: How can we help with your branding or rebranding?

Our Mark 2 Creative team, based here in Sydney, have years of experience in the creation and development of powerful brand identities and accompanying creative strategies. To talk about how we might work with you, simply click on our 'We're here to help!' box in the right-hand corner of this page.