How well does your current brand reflect the image and personality you want to convey for your company?

People often ask my advice when they’re considering refreshing or updating their brand. The problem is many people think branding stops and starts with a name. Yes, a name is an important part of a brand, but a name alone won’t make you successful.

Here are 10 key factors to evaluate when reviewing and refreshing your brand. Each will help give you input as to how well your current brand represents you, as well as what you need to change or improve to have a more successful brand in the future:

• Visual identity, including logo and graphic elements
• Messaging, including value proposition
• Integration with overall business strategy
• Competition
• Customer input
• Partners/alliances
• Employee input
• Supplier/vendor input
• Online presence
• Brand usage and guidelines

Look for more branding and marketing tips on an ongoing basis in 2011!