A client, who I have worked with for a few years and have a great relationship with, came to me and told me they had been approached by another design agency who had conducted a "Brand review" on their business. If they wanted to take up the special offer of this brand change, it would only cost them £XXX!!!
They had presented them with a "review" images that showed the keywords for their business and what they should be using as their tag line. They even went so far as to give eight logo options.
It looked professional; however, there was a problem!
It was just a marketing ploy, that "scanned" their website and pulled out keywords. Added to a quick logo from a generator and a little design programme knowhow produced something that looked convincing.
So how did we both know this was the case. Well, I have just helped this client produce a brand alignment. When i researched their business, it was pretty close to where they needed to be, and after we discussed their business with their clients, we needed to tweak things a little. Small changes and a little modernisation and things looked up for them and their conversions rates increased.
The company that wanted to "brand them" had used the old site (which flagged to me that they used dated information when they target businesses) and the keywords and "logos" would have done nothing to help them and may well have hindered their progress.
Be very careful when a speculative "Brand" review company approaches you. It could just be a scam designed to get you to pay for a premade file and designs that are generated rather than adequately thought through.