Spring Clean Your Brand

Published by Nin Glaister
Shine&Co

October 15, 2019

It’s finally spring; the season for rebirth, new beginnings and a time to look at your environment with fresh eyes. I don’t know about you, but I always start with washing windows. I find one’s outlook is much improved when your vision is crystal clear.

Brands are no different. Organic by nature they can become stale and musty without a regular review. Not unlike cleaning window, applying some elbow grease to your brand’s image and marketing endeavors will give it the refresh it needs and re-energize it for the season ahead.

Ready to roll up your sleeves and start spring cleaning? Here are four simple ways to put a little spring in your (brand’s) step!

1. Reassess Your Target

Are the customers you’re trying to attract still the same as years past? Do they still have the same needs? Are there any additional targets you could be talking to? What insights can you learn about them that will help you build a stronger emotional connection?

2. Reread Your Story

Is what you’re saying still relevant today? Has your brand’s story evolved? Does it resonate with who you’re talking to? Are they even listening? Take an audit of your social channels and assess the effectiveness of what you’ve been saying for the past year. Are your customers connecting with you? And even better, are they sharing what you have to say?

3. Hold Your Visual identity Up To The Mirror

Is it time for a makeover? When you hand out your business card do you wish it looked more fabulous, more edgy, more ’Now’? When someone takes your card, do they pocket it without looking or do they admire the logo or the print quality? Have you ever reached out to your customers or clients and asked them what they think about your logo/website/collateral? Does what they think jive with how you wish to be perceived? Line up all your branded materials: business card, collateral, website etc. How cohesive is the look of your brand?

4. Look At Your Marketing Materials

How long have you been using the same collateral? Does it need refreshing? Is it time to give up on some of the old ways of doing things and try something new? How is your website working for you? Are you delighting your audience and capturing new visitors? Do you ever read your collateral anymore or are you so bored with it that you can’t blame your customers for leaving it behind after meeting with you?

It’s a lot of questions, but asking them and analyzing how well your brand is performing on a regular basis is critical to its success. If you’d like us to help you figure out any answers to the above, we’d be happy to talk to you. Whether you’re looking for a deep clean or a light dusting, please let us know. Making brands shine is exactly what we do!

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