Now that we’re well into the new year and beyond making our major goals and resolutions it is a perfect time to evaluate your brand. Yes you took the time to set the goals and plan out what you want to accomplish through the upcoming year, but now is the time to think about one thing that you may easily overlook but will definitely contribute to your success in completing your goals. It’s the actual brand identity. Now is the time to think about whether it can be updated and improved.
Brand identity is important, as it is literally the face that your brand puts out to the world. People judge you and your brand based on this. It is portrayed through all the materials that you put out, like your website, business cards, flyers, menu, social media accounts, etc. Some brands have these all completely cohesive, informative and visually appealing and exciting. That’s great. But oftentimes all the different components that make up a brand identity get created over the lifetime of the company and may not all entirely represent the brand in the same way or in the best way. Another issue is that the company may have been around long enough that the brand identity is just outdated. Take a long look and evaluate every aspect to determine honestly if either of these are the case for your business.
Keep it fresh by updating your branding to match your current business goals and customer base. Make it appealing to the people you want to reach. Make sure your website is clear and information is easy to read and easy to find. Make sure it includes everything that it should. Think about if there is anything that you can add to your branding that will help with your brand identity or will help you connect with customers more. If there are, start figuring out ways to implement them.
If you already have a really great brand identity don’t stop there. Continue to keep it fresh through the content that you put out. Update your social media often, keep the information on your website up to date, continue to improve everything you do so that it stays up to date and will continue to resonate with the audience. People can tell when you are using stale and outdated information and if they don’t think you are keeping up to date they will assume that your product may not be up to date either.
Whether it’s a whole new logo or website, or just updating your social media content consistently, keeping your brand fresh and relevant will keep it appealing to your audience and customers. People base a lot of their opinions on the first things they see about a business, and they put a lot of stock into the way a business portrays itself, often picking one over the other based on this. Evaluate and be honest with yourself about whether you could use an update.