How to Pump Energy into a Tired Brand

You know what to do when your energy is fading. You drink some coffee, take a power nap, or work out. But, what do you do when it’s your business brand that’s losing its former oomph and its power is fading?

The answer: It’s time for a brand refresh. Alas, that’ll take more than some exercise or a little caffeine. That’s why we’re giving you some hints on how energize your tired brand.

When is it time to pause for a refresh?

Once you’ve established a brand—and it’s a good one that accurately reflects your core vision—stick with it long enough for it to become known and for you to create brand equity, including the perceptions, feelings, and attitudes that position and differentiate your brand to give customers a reason to buy.

Simply put, your brand is a valuable asset. It’s what sets you apart. It’s so much more than a logo and a website…it’s everything that goes into why customers buy from you.

Eventually, you should revisit your brand when it loses steam for any of the following nine reasons:

  • Your business offerings (core products or services) have changed.
  • Your audience has changed…or you want to appeal to a new audience.
  • Your competition has changed.
  • There are inconsistencies and redundant elements, especially online.
  • Your look is outdated (and/or overly complicated).
  • Your growth has stalled (or worse, takes a nose dive).
  • Your public perception isn’t what you want it to be.
  • The tone, feel and imagery on your social presence is out of kilter
  • Your brand doesn’t reflect your current message and/or goals.

What does a great brand refresh look like?

DO NOT try to change everything. You should only change what needs to be changed to meet your evolving business needs. 

It’s important to make sure your brand remains relevant and aligned with how you currently want your company to be perceived by customers. But, you don’t want to do it too often or too drastically.

To make your brand refresh a whole lot easier, here are a few Brand Energizer tips:

Build a blog. Blogging helps energize your brand, and when done right, it can also be extremely powerful.  In fact, businesses that make serious blogging efforts are 13 times more likely, according to Hubspot, to see a positive return on investment. You can use your blog to do everything from notifying customers of an upcoming or ongoing promotion to educating customers on how to use your product or tap into your services. Plus, blogging can improve SEO and reestablishing your brand and persona with your business’s own unique voice and value. So, if you aren’t blogging already, you should start now.

Offer an email subscription. It’s a great way to boost your brand, whether you want customers and potential customers to receive a monthly newsletter or simply get regular updates on sales, promotions and company news. Once you have names and email addresses, you can interact with and engage customers and also personalize messages to establish a stronger brand connection with customers on a one-on-one basis.

Introduce new products and services. Customers and prospects are always looking for new solutions to meet their needs, and you can be the one that delivers. Offer them flexibility by capitalizing on new trends and engaging different audiences without investing in a total brand overhaul.

Simplify branding assets. Take a look at your logo and update it, if necessary, or streamline it if it features too many elements. See if your content (especially your tagline and messaging) is overly complicated. Pare down a logo (leaving colors intact) or refine a tagline to deliver a more relevant brand to the market.

Feature your people. Your people are part of your brand and are a dynamic way to energize your brand and make your company more human and caring.

Highlight your personal changes. Take a look at your bio and headshot. Do you still recognize yourself? Would anyone else recognize you? If your profile doesn’t reflect who you are right now and show your most recent accomplishments, it’s probably time for an update.

Update your company’s look and feel. Does your brand look like it’s from the 90s, the early 2000s, or even from 2013 or 2015? In the past, small businesses could get away with keeping the same look and website for 3 years, 5 years or more. Those days are gone. Change is happening more rapidly in the digital world. Since we’re all spending more time online, we see our favorite brands and websites getting a facelift regularly. “Just as styles change in fashion, cars and home décor, the same is true for business,” according to The Business Journals. “If your brand feels dated, customers will likely draw unfavorable conclusions about your company.”

Talk to your customers. Survey them…ask them what they want to see. Dig for feedback and specific examples. Your customers will open your eyes to blind spots and provide insight into what needs to be revamped.

Now, doesn’t a brand refresh feel really good?

It doesn’t take a whole lot of effort to pump new energy into your brand. Sometimes all it takes is a little tweak here and there to make your brand stand out and be noticed!

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