WE are being told that the recession is officially over and that businesses across the UK need to remain bullish as we move into the new decade.

Of course in Exeter, with so many smaller companies and a supportive network of business colleagues, we have known this for some time.

I can say this as I started my own business, Evado Media, during this recession. I have experienced first hand the sleepless nights hoping I have done the right thing, and equally experienced the support of launching my business in this community.

I am delighted to say that over the past 18 months I have watched my business grow, and I have taken on an experienced team of designers and web experts to help me grow it even more.

In starting my business I have spent a lot of time nurturing our brand. How we describe ourselves, what we look like, how we connect with people — these are critical for so many reasons. From how Evado attracts the right talent, to the way our clients interact with us, to how we are perceived by the business community — the core of all our decisions is a need to convey the 'whos', 'whys' and 'hows' of what Evado is. If Exeter businesses are going to stay ahead of the game when it comes to showing we are innovative, thought-provoking companies to work with, then now is the right time to take a 'brand health check' and to make sure that who we are and what we offer is on-point, relevant and targeted, I've put together a three-point check list for businesses to run through:

What is the buying mentality of my target audience? The recession has totally changed how we transact, what we are looking for when making purchases, whether on the high street or in business, and therefore brands need to review how they are presenting their offer to customers.

This is easily demonstrated in the way supermarkets are marketing themselves — even the more expensive brands are offering value ranges.

Is it right for right now? Does it reflect the change in purchasing patterns? How can it be evolved to correctly reflect current trends?

Does my brand character reflect the new buying paradigm? Brand is everything from the logo through to the language used to communicate with key audiences. Is it fresh and relevant to the market? How am I using my brand to communicate with target audiences and is it easily accessible, for example via websites, direct mail campaigns and social media? Does the brand showcase to best effect the services or products my business offers?

Is the whole team on board? There is no point in having a brand which is so focused on your customers that it leaves your employees behind.

Your brand is your company and everyone in the team needs to believe in it and live it. Without a team understanding what a brand means, and what the business's goals are, you will be sailing a rudderless, and therefore ineffective, ship.

Never before have these questions been more relevant. It is the start of a new decade and, as we emerge from recession, it may be the start of a new age.

The questions people and businesses ask have fundamentally shifted and how we present ourselves to them is more relevant than ever before.