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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