When people say they need a new brand, they usually mean a new logo. A logo helps, but a brand is the sum of every small thing a customer sees, reads and feels.
A short checklist
Name and tagline. Colour and type. The way you write. How you answer the phone. What the box looks like when it arrives. Decide each of these on purpose.
Where to start
Write three words your customers should use to describe you. Then check every touchpoint against them.
Tagged: identity