If your New Year’s resolution was to conduct a brand overhaul and you’re feeling a little nervous because we’re nearing the end of February and you haven’t started, not to fret, because now is a great time to plan a spring cleaning for your brand. If you’re limited by a tight budget, like most marketers, you don‘t have to commit to a major effort to give your brand that much-needed boost or breath of new life. Here’s a quick spring cleaning checklist to help you dust off your brand.
1. Take Stock
Identifying all of your brand elements and assets is a good first step toward effectively managing your brand. Sweep through your brand’s internal and external identity to avoid leaving anything behind.
- Brand values
- Unique selling proposition (USP)
- Brand elements – tagline, logos, graphics and brand colours
- Voice and tone of messaging
- Business cards
- Collateral – brochures, presentation slide decks, print materials, trade show displays, etc.
- Search engine optimization (SEO)
- Social media
- Sponsorships, community involvement, memberships
- News, public relations
- Content marketing and other assets – blogs, white papers, case studies, articles, books, etc.
2. Polish Your Profiles
As companies grow, they often lose control of their standard corporate image – so whether your business has expanded its product offering, added new people or undergone major restructuring, a brand audit will help identify if you are on brand and then get you on track with your business goals. Check if all current company profiles, images, messaging and positioning are up to date. A dated brand gives your audience the subliminal message that you are behind the times. Sometimes significant internal changes warrant a refresh of the existing brand identity. Essentially, if your business looks different on the inside, it also needs to look different on the outside.
3. Keep it Consistent
Build equity in your brand by being consistent across all media you use to market your business. Consistent implementation of your brand leaves a professional, purposeful and dependable impression on your target audience. Inconsistency will dilute your brand recognition efforts.
4. Spruce Up with New Treatments
Keep the attributes and graphic elements that still deliver well and resonate most with your audience, but refresh other elements to align more closely with your current company goals and the evolving marketplace. Explore a new type treatment or expand your brand colour palette, photography style, messaging or other brand elements.
5. Revive Your Strategy
A well-defined and executed strategy brings your brand positioning to life. Areas of inconsistency exposed in your brand audit will warrant some refining of your strategy to match the direction of your business.
6. Take Out the Trash
Finally, out with the old and in with the new! Lose the brand assets that have gone by the wayside and no longer reflect the direction of your business. Cleanup can go a long way toward refreshing your brand.
If the marketplace is always evolving, so should your brand. Reinvigorating your brand might just be the best thing you could do for your company this year. Good luck!