Depending on where you are in the growth of your company, it’s always a good idea to review your brand for consistency and relevance. Whatever you do, brand specialists say it is essential to highlight and reinforce the core values of your success. 

Branding is about emotional impact. Every branded visual should resonate with your customers, sending the same primary message and triggering the same emotions. You avoid brand confusion by harmonising all the elements of what represents who you are and what you offer including logo, website, marketing collateral, advertising and packaging work. All of this should inspire your customer to act. If it's time to clean up, coordinate and/or de-clutter your brand, here are a few pointers:

Assess your brand promise. A brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand derives from who you are, who you want to be and how you are perceived. Your brand promise should be evaluated before anything else because it's the foundation for all your branding. Who you are should be based on what your target customers want you to be.

Evaluate your visual image. Review the visual aspects of your brand. Does the look and feel of your promotional materials accurately and effectively reflect your brand?  The key is to make your brand look up to date without losing its original appeal, and thus customers. If you do make any changes, modify your written brand standards (i.e., brand manual) accordingly.