Understand your current audience
Gaining a clear idea of your audience's perception of your brand in its current form will help you to determine how much change is required. Forget about what you think your audience might think – this is a time for clear-cut answers. Interaction on social media, surveys and even face-to-face discussions – these are all examples which will help you understand the reality of how your brand is perceived. Ask specific, open questions, then in turn quiz yourself in order to determine the appropriate changes to make. Think along the lines of: Does my business's logo connect well enough with my target market? Is my brand's tone of voice missing the mark? Does my brand pander too heavily to desktop users? Ask difficult questions now and the process will become much easier down the line.