Brand development + immersion.

A robust and resonant brand identity is at the heart of every successful business.

Brand Audit

Maintaining relevance and competitiveness demands a vigilant and reflective approach — this is where a comprehensive brand and competitive audit come into play. The Goodwin Company examines your firm’s current brand to identify strengths, weaknesses, and areas for improvement, ensuring the brand's alignment with organizational goals and market dynamics. From a nuts-and-bolts materials review to stakeholder interviews to digging deeper into your firm’s brand personality, we look at it all to help your firm identify the best ways to either refresh what currently exists or explore a whole new brand journey for the future.  

  • Examination of the brand's essence, visual identity, and alignment with company goals.  

  • Analysis of the brand's history, pivotal moments, and market responses. 

  • Evaluation of the effectiveness of all brand and marketing materials and communication channels. 

  • Insight into the peer landscape, comparable websites, industry trends, and market shifts to inform competitive positioning. 

Brand Development 

Once the brand audit is complete and alignment of go-forward goals and strategies are set, the next phase includes the development of brand identity assets and usage guidelines for brand consistency across all touchpoints: 

  • Detailed guidelines for logo applications. 

  • Defined color codes for brand consistency. 

  • Consistent use of typefaces and styles. 

  • Guidance on brand-specific patterns, icons, and imagery. 

  • Style and themes for photography and visuals. 

  • Principles for design consistency and appeal. 

  • Examples of proper visual element application. 

  • Guidelines for written communication. 

Brand Alignment 

As an extension of the brand development phase, we further assess and align your brand's broader communication ecosystem for success. This stage is all about making sure your firm’s brand resonates through all internal and external communication channels. Comprehensive evaluation of stakeholder understanding to strategic asset management helps ensure your brand is well-positioned, relevant, and resonant throughout.

  • Evaluate current communication content and perceptions. 

  • Review of all marketing and communication assets. 

  • Examine the efficacy of CRM systems and other tools. 

  • Help your team optimize marketing assets and practices. 

  • Ensure consistency across all brand communication.