It’s that time of year when we all make resolutions for the coming year. Many of us vow to get to the gym, eat right, maybe finally quit smoking – all to be healthier and have a better self-image. But what about the health and image of your company’s brand? The New Year is a great time to evaluate your brand honestly and give it a makeover for 2012.
Here are some tips to freshen up your brand:
- Research : Study your competition – take a close look at your closest competitors in your field. What are they doing well? What are they communicating that you aren’t? What are their key messages? How do they market themselves? How can you better compete? Take notes and keep track in an excel spreadsheet so you can compare easily.
- Question: Create a questionnaire for your clients and partners – Ask your clients and past clients what they think of your business, services, products and customer support? What do vendors and partners think of you and your business? What do your employees think? What may be the most telling and hardest to hear – what do prospects that didn’t choose your business think? *Tip: Use Survey Monkey to create a free questionnaire that can be easily emailed out to recipients. Follow up with phone calls to get more detail.
- Identify: Define your audiences and key messages. Take a close look at what your company is saying to its audiences. Look critically at your website and all collateral materials. Are you speaking with one, clear voice or sending mixed messages? It might be time to update your messaging or re-fresh it if new services or target markets have been added. *Tip: Have several key employees review it and compare findings. If you don’t have enough personnel, ask friends or relatives to review.
- Clarify: Define what your key services are. If you set the net too wide you could be confusing clients. Focusing in on your strengths and proven track record in key areas will provide a clear, concise explanation of your services.
- Announce: The public won’t know about your brand refresh if you don’t tell them. Submit press releases, conduct media relations, update your blog and email clients to announce your new site, messaging and direction.
The best part of your brand makeover?
Current clients will affirm they made the right choice choosing you and past clients could take a second look at your refreshed company. Your business will undoubtedly benefit from increased awareness among prospective customers and opinion leaders. A brand that tightly communicates your unique offerings and conveys your company’s personality in an honest and appealing way will help you to land the business with the right types of customers.
This year put a refreshed brand at the top of your New Year’s resolutions. It might just be easier to stick to than that new diet or savings plan.
Leave us a comment about your plans for refreshing your brand in 2012.
This post was contributed by Lexy Haynes, Clearpoint Senior Account Executive.