Spring Cleaning Your Brand
Each spring, we endeavor to clear out the clutter of our closets and desks to start fresh. Why not do the same for your brand?
Brands get cluttered over time, which chips away at their identity. To prevent this dilution in brand identity, it becomes essential to eliminate or update assets that are no longer relevant.
Evaluating assets regularly also helps to keep your brand from appearing stale. Freshening up brand assets can have a stop-effect on your audiences, like they are seeing your brand for the first time. It’s the same, but it’s clean and fresh and appears new.
There are a few areas that are ripe for a spring-cleaning effort.
Do your organization’s digital media assets – websites, social media platforms, blogs – have consistent visual identity, messaging and tone of voice?
To bolster and maintain brand recognition, it’s important that all assets follow these core brand identity components. As organizations grow and develop more assets, it is common for identity and messaging to get altered, jumbled or even lost. Regularly auditing all digital media platforms is good practice for ensuring consistent brand identity. This holds true for any print collateral, as well.
Are they still relevant? Do your current marketing efforts serve them?
An organization’s goals and key performance indicators (KPI) are important drivers of marketing efforts. As companies grow and evolve, goals and KPI need to shift to keep pace with that growth.
But, they are often overlooked or forgotten and become irrelevant. Regularly updating goals is important for validating marketing efforts.
Have your audiences changed? Is your messaging to them still pertinent and does it address their needs?
Like organizations, audiences may shift and their needs can change. If you don’t evaluate your audiences, you’ll miss opportunities and your marketing efforts will be less effective.
Evaluate your messaging as well when reviewing your audiences. If your audience has changed, your messaging will need to be adjusted to effectively reach them.
Are you tracking data where possible and reviewing in context of goals and KPI? Are you measuring the correct analytics?
Most organizations have access to more data than they could possibly use, and they are easily overwhelmed. However, if you approach the data in the context of goals and KPI, it can be more easily managed.
Ensure the data you are monitoring and analyzing is significant and is delivering the information you need to know.
Are your campaigns performing to expectations? Do you continue them, or do you scrap those programs and start fresh?
Part of any marketing campaign is the evaluation, but as some long-term campaigns continue to run, the evaluation stage may become an afterthought.
To ensure only the most effective campaigns are running, be sure to evaluate performance against goals.
A Breath of Fresh Air
Don’t let your brand go stale. Keep it fresh by taking some time this spring to tidy up any clutter surrounding your brand.