Spring Cleaning Your Brand

Do your marketing materials need a "pick me up" to attract some new interest and new clients?  Spring cleaning - eliminating clutter in our homes and streamlining our lives - applies to our brands, as well. A brand isn't a static element; it needs constant attention. It is always growing and evolving with internal changes and market influences. The challenge is that good ideas, no matter how good, eventually get stale, so it's important to periodically step back and look at the whole picture again. Spring is the season of change, so why not kick it off by spring cleaning your brand? Here are some concepts on how you can evaluate your brand and achieve a renewed look, improved plan and reinvigorated motivation this spring: Conduct a Brand Audit Set aside time and review everything from your customers' point-of-view, then ask yourself: Are there any messages that no longer serve your purpose? Are you communicating with your customers in one cohesive voice so that your message is loud and clear? Has your brand evolved beyond what your materials are currently saying about it? When you talk about your company, what words do you use? These words are the keys to your marketing. Do You Need a Brand Refresh? Once you conduct a brand audit, resolve how to clarify, update and streamline your brand's look, feel, and message. A simple brand refresh allows you to continue to evolve your brand rather than stand still. You'll want to literally "clean up" the brand components, i.e., re-position key messages, sharpen the visual identity, update styles, and create innovative ways to engage with employees, clients and your target market. Maintaining your brand is an ongoing responsibility. So, give your brand a good clean every spring - you'll feel leaner and more efficient as you charge ahead for the rest of the year. Consider New Methods of Acquiring Customers We tend to use the familiar methods of attracting customers because they once worked - are they still working for your business? Have you done something new and unfamiliar to attract new customers? Promotional products are the clear choice for any company looking build a customer database, proving to be more cost-effective than any other marketing medium. Energize Your Team Incorporate incentive programs for a spring boost! Or, get your employees excited about your company's upcoming year by coming up with innovative team building initiatives.