Let’s say you land a large new client, they want a brand audit and possible design tweak. They’re a Fortune 500 heritage brand thats been around forever. You’re very excited and anxious about working with them, but you don’t know where to begin with such an intimidating prospect on the line.

Don’t panic. Just break it down into how the CEO probably sees it. (see  below). Attaching the dollar figures to the actual visual assets isn’t an exact science. However, it does make for great discussion with the brand’s top brass and allows the outcome to be a self-fulfilling (un-recanting) hierarchy on where to begin.

Let’s say that Kellogg’s Rice Krispies brand made Kellogg’s 100 Million dollars last year. Observe the visual asset breakdown. Assign a dollar figure to the asset. Sure, it’s overly simple, but it’ll get you over that anxiety hump. It let’s you cut straight to heart of why a brand would issue an audit and possible re-design - to improve the bottom line. It’s already a heritage brand so you don’t need to worry about establishing the warm fuzzies with consumers.

Keep what needs to stay, assess and decide on the stuff in the gray zone, and lose what isn’t necessary.

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