When a brand feels tired, the instinct is to redesign it. Often the real issue is that the existing identity is applied differently in every place. Fixing consistency is cheaper, faster and usually more noticeable to customers than a new logo.
Gather everything in one place
Collect screenshots of your website, social profiles, proposal template, invoice, email signature, slide deck and any printed material. Put them side by side. Differences that are invisible one at a time become obvious together.
The seven checks
Go through each item and mark it consistent, inconsistent or missing:
- Name — written the same way everywhere (spacing, capitals, punctuation).
- Description — the same one-line explanation of what you do.
- Logo — the current version, with enough clear space, never stretched.
- Colour — the same core colours, used for the same purposes.
- Type — the same typefaces or close system equivalents.
- Tone — the same voice: formal or conversational, but not both.
- Next step — the same main call to action and contact route.
Fix in order of visibility
Start with whatever a new prospect sees first, usually the homepage and your main profile, then the documents they receive after first contact. Write down the decisions you make — that short note is the beginning of usable brand guidelines.
