Legacy Brand Audit Checklist
What to keep, refresh, or retire across every asset.
“Every piece of brand material carries weight, some of it earning trust, some of it quietly costing you the next generation of customers. The audit tells you which is which.”
The Insight
A brand audit is a structured honesty exercise. You examine every touchpoint from the customer's perspective, decide what feels timeless, what feels dated, and what feels damaging, and then act. Without it, legacy brands drift into visual and verbal anachronism, one asset at a time.
01
Visual Assets
Logo variations. Colour palette. Typography. Photography style. Icon library. Packaging. Retail environment. Digital templates. Uniform or merchandise. Annual report design. The visual system is the first thing modernised, and the first thing to alienate loyal customers if done badly.
02
Verbal and Narrative Assets
03
Experiential and Digital Assets
The Takeaway
Three audit dimensions: visual, verbal, experiential. Score each asset: keep, refresh, retire. Do it annually; act on the results within 90 days. Brand drift is invisible but compounding. The audit is your countermeasure.
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