An annual checkup on your brand promise is a great idea. When was the last time you blew off the dust of your brand book or style guide? It forces your company to take a look at itself. Best yet, it shows you how close or removed your messaging is from your promise. It helps evaluate your brand promise against:

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1. societal shifts
2. your customers
3. your employees
4. your products or services
5. your brand language
6. even your package designs

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It’s a thorough checkup. Do it once a year at least. Schedule it now.