Time for a Refresh?
January, traditionally a time where we take stock of who we are and resolve to make these changes to reinvigorate us for the year ahead. The gym beckons, the cork goes back in the bottle for a few weeks and we sign up for that obscure evening class that we'd talked about. Easy.
What about our business though, are we happy with the bottom line, is the competition getting tougher could we reach a new audience, is our brand up to it or does it need revitalised? Like people, the company can start to look tired, worn out and not feeling particularly energised.
Putting the zing back in
Completely rebranding is not always a good option, it's expensive, time consuming and risky. Instead we can put a fresh face on the business with a brand refresh strategy. What's this?
Refreshing your brand means that we reevaluate what is working, decide what has value and what elements are in need of a new lease of life and properly aligned to the business that you want to be.
Not just cosmetic
More than just putting a lick of paint on the logo, external identity changes should reflect a strategic realignment process. This is a great opportunity to clarify our message, accentuate our strengths and point of difference, get the team flying the flag and create that buzz all over again.
Some of the changes can be quite subtle but the effect can be enormous. Benefits include:
- Retaining your brand equity that you've carefully built up
- Reaching out to new audiences while not confusing your existing customers
- Updating your delivery methods to work more effectively in new digital marketplace
- Boost your confidence and refocus your workforce
- Adapting your marketing material to reflect new product and services
- Ensuring that you stay relevant and competitive
The ever changing digital landscape highlights more than anything how far you may have lagged behind; that funky flash site done five years ago just isn't cool anymore and worse... it's not bringing in business!
Here we should refresh not only the look and feel but reevaluate content - look at it with fresh eyes and really read it. Are you hooked, mildly interested, bored/confused? What are the analytics telling us, are people visiting but not lingering? Reading but not buying? These issues can all be addressed and we should also consider how we deliver the pages. One way of doing this is to build the site responsively - this allows it reshape and reflow the content.
One thing that I learned from one of my clients is 'preparation is everything'. That snappy tag line neatly encompasses my advice to take the opportunity to look at your brand and set in motion the steps that will give your business a new lease of life and take you through the next stage in your growth.
You may not be able to control the sea but we can ensure the boat is seaworthy!