It’s funny how the start of a new year brings on the desire to spring clean, declutter and “chuck out the tinsel”. My theory is that, having spent longer than usual indoors with more people, more food and more presents than at any other time of the year, we’ve had time to have a good look at our homes. It’s like seeing it for the first time – and recognising the areas that need to be changed.
The same can be true of our businesses; making plans for the year ahead is something occupying many of us right now. So why not start with your brand? Doing a whole rebrand may seem like a lot of time and effort for little reward. But reviewing what you stand for, what you are offering and how you are perceived by the people that are important to you is a key step to growing and developing your business. It is a proactive part of starting the next year of development.
Here are a few steps we recommend to spring cleaning your brand:
Step One: repeat after us, “our brand is much more than just a logo”. Your brand is your DNA, it is everything about your organisation, the way you work, the way your customers, staff and stakeholders see you. Before reaching for the Pantone (2018 is all about the ultra violet, you know), reach for the customer and staff research and see where your customers and colleagues see your strengths and your weaknesses.
Step Two: have a clear vision what you are trying to communicate through your brand. This should appeal to the positive feedback from your customers (staff and stakeholders) and give reassurance and confidence around any negatives.
Step Three: keep it consistent. Remember the bit about your brand being your DNA? Applying your brand consistently, and meaningfully across everything your organisation does, is the key. The images, the words, the customer service, being a great place to work and the quality of your products all add up to your brand. The design and presentation of your logo, should reflect who you are.
Step Four: communicate and promote your brand. Now is that time to use your brand to engage with existing audiences and reach out to new ones. Developing your communications strategy to showcase your brand, tell your brand story and stand out from the crowd is the final important step to rebranding.
Incidentally, if the plans you have in mind are on a more personal, career or relationship basis, then I can recommend Your Book as a way of bringing the same fresh thinking to old problems in your life.
It’s 2018, why not give it a go? Let us know if we can help.