Think about your ideal buyer. Does your brand resonate clearly and effectively with them? Have you been successful in developing a story about your company and what it stands for? If you're scratching your head right now, here are a few things to consider whether you have been in business for a long time, or just getting started.
Remember that your "message" goes beyond your logo.
Your story needs to be told on many levels and on so many platforms, especially in today's digital marketing world. That means you are designing for more mediums than ever before. That said, perhaps an old, tired logo could use an update. With that in mind, make sure your new (or updated) brand is adaptable enough to translate on websites, online ads, e-promos, and more.
How many times have you seen a company's logo squished into a Facebook banner?
Or, type so small on a business card that the reader needs a magnifying glass to see it. It's important to consider every place that your brand could possibly be used and design it to "translate" according to varying specs and size limitations. If you're unsure, hire a professional who can help you adapt your brand to fit across all mediums—digital, as well as print.