Ok, so the world still feels slightly crazy, despite 2020 being a distant memory. You might not have control over the market right now, but you do have control over how you’re positioned in it and what you’re doing to attract new prospects.
It’s time to kick things back into action and focus on the things you can improve. Let’s begin with your brand! (What else?!)
Start by asking yourself:
- Are you attracting the right kinds of customers to your business, or do you have a bunch of bad-fit clients?
- Are you able to communicate clearly with your customers what your company stands for, or are they confused about what you actually do?
- Does your brand rise above the sea of competition, or are you struggling to be known as the go-to experts for what you do?
If you do not like the answer to any of those, it’s time to reinvigorate your brand – it holds the key to getting what you want out of your business.
Here are 3 areas where you can focus your time, attention, and resources to get your company the branding it deserves for the year ahead:
1. Update your visual touchpoints
The first place you can start reinvigorating your brand is your visual touchpoints. These are an important part of any brand, and if they haven’t been updated in a while, it might be time to give them a bit of much-needed TLC.
Blow the cobwebs off your old email signatures (seriously, G+ hasn’t been a thing since 2019, remove it from your email sigs!) and crack out some new signage for 2021 because it’s time to update your brand touchpoints.
Wait, what is a brand visual touchpoint?
Touchpoints are elements your prospects and clients engage with your brand.
They’re the visual aspects of your brand that your audience interacts with regularly and builds a connection to. So, if they follow you on social media, for example, and see you post often, they’ll recognize your logo from your avatar.
Updating these touchpoints can give your brand a fresh new look and make it look more professional – especially if you have different versions of your logo plastered all over the web.
Visual touchpoints can include:
- Your logo
- External signage
- Van wraps
- Business cards
- Email signatures
- Social media profiles
- Your website
Give yourself a fresh new lease on business life with some shiny new signage, new business cards, or professional van wraps.
You can even update your office's signs or give your office a makeover to match your brand colors. Updating your office won’t only give you a kickass new place to work, but it’ll also help make your customers feel more confident about working with you (not to mention boost staff morale).
Updating your external signage is also a good idea if you’ve changed your hours of operation. Since the global pandemic, things might have changed a bit in your business, don't forget to check the opening and closing times or your external signs just if they don't match your working hours.
Refreshing your brand touchpoints assures your audience that you’re still active and prioritize renewal and care about attention to detail – which could be an important factor for them when choosing to work with you.
2. Update your uniforms
Are your staff uniforms looking a bit crusty? Are they the same uniforms your staff has been wearing for the last decade? It might be time to get some new threads for your team!
Your staff look is an important part of your company's brand, and if they don't look the part, your customers could be put off doing work with you.
60% of consumers prefer staff in uniforms, as they’re easier to recognize.
Take a look at your current uniforms. Are they outdated? Is the logo the most recent logo? Are you still using the original t-shirt design instead of something newer? Update your staff’s uniforms to help make your brand look more professional while out on jobs. The uniform represents your company, so if your staff doesn’t look the part, your company doesn’t look the part either.
3. Update your website
Just because you’re updating your physical space and brand assets doesn’t mean you should ignore your digital space too. Your online presence is important. So, head into the rest of 2021 the right way and update your website.
Updating your website is one of the best things you can do to reinvigorate your brand. If your website doesn't reflect how your company is now, it might give it a fresh new look.
You don't have to overhaul your website completely. You can update it to reflect your company better.
Here are five things you should update on your website today:
New imagery goes a long way when it comes to updating your website. Include some more recent photos of your offices and staff to give your website a fresh look. This will give your audience more confidence when thinking about working with you as they know that you’re still active and still relevant.
Staff profiles are a wonderful thing to have on your website. It gives your customers an inside look into the lives of the people who will be working for them. Update your staff profiles at the start of the new year, so everything is up to date.
You should definitely update your staff profiles if you recently got new people on board too, you don’t want them feeling left out!
Be sure to update any information about your company that has changed over the last year or so. It’s also important to update any old website content so that it matches your current brand voice. Load up some new blogs, company news, or publicize events you attended pre-COVID.
It sounds like a basic thing to keep updated, but you’d be amazed at the number of people who forget to update their contact information.
When giving your website a refresh, be sure to check if your contact information is correct. You don’t want someone trying to call you and hitting a dead end or traveling to an outdated business location.
Since the coronavirus hit, your business model might have shifted, and you might have decided to offer new services or stopped offering old services because of social distancing guidelines.
If you’ve stopped performing a service, remove it from your website. If you’ve expanded into a new niche, pop it on your site so prospects can find you.
If you don't update this information on your website, your audience won't know what services you offer and you have some serious communication issues. No one wants that!
We hope these 3 tips for reinvigorating your brand have given you some ideas on how to improve your branding.
If you’re not sure where to start, then we’ve got you covered. We’ve been helping companies like you do exactly this for over 30 years.
Here at Branding & Beyond, we’ll help you find what already exists, clean it up, and bring clarity to your brand. Our goal is to align your business by creating a strong foundation and strategy that supports your website and marketing.
When you work with us, you’ll know exactly what’s on-brand and what’s off-brand and what’s best for your company’s positioning going forward.
Sound good? Let’s chat!
Tracy O’Shaughnessy Founder / Lead Brand Strategist of Branding & Beyond
Tracy and her team help B2B firms in the construction industry and professional services look and sound credible online and off.
She has been in the industry since the early '90s and is tired of great companies being treated as commodities and competing on price because they don't look and sound as credible as they really are.
You can find Tracy on Linkedin and here on this blog.