The beginning of another year brings a great opportunity to reflect on your business. What did you do well in 2011, and what should you change for the coming year? Does your marketing need an adjustment? If so, why?
Changing your branding
Change, just for the sake of change, is not always a good idea when it comes to branding. Many business owners get bored of their logo, slogan, or branding. They may think it’s old, has already been seen, so they should revamp the designs to appear up to date. For every new client, this is the first time they’ve seen your branding. If the branding was done correctly, they are just learning what you do, how you do it, and why they should choose you. So it’s still working! Just because you think the message is old, doesn’t mean it’s not doing it’s job. Consistency is the base of a good business brand. If you’re constantly changing your look and message, then you have no brand at all.
When it should change
On the flip side, if your branding isn’t teaching people what you do, how you do it, and why they should choose you, then it is time to make a change. Go back to the basics and find out how to communicate with your audience what your business does, and how you do it better than your competitors. Consulting a professional about your brand is always the best approach in this situation. A credible designer will agree to look at what you currently have, and give you their evaluation of what’s working, and what needs help.
The next step
Whether you decide that you have the right branding to sail you through the New Year, or you think your brand is drowning, take some time to evaluate your business. Read over the questions on our Branding Homework and decide for yourself if your business is ready for the next year. If you feel you need some help to make 2012 your best year ever, give us a call! We’d be happy to talk to you and give you a creative new direction for your business.