Thursday, September 6, 2018

7 Ways to Refresh Your Brand in Spring

Do I need to refresh, rebrand or reboot? I’ve had a couple of business inquiries lately that have been off kilter in terms of the type of business services I offer. It got me thinking that perhaps my brand messages are not clear or there are old stories and blog posts from years ago that don’t reflect my current ethos or brand position.

As our business changes and evolves and personal circumstances change, so perhaps do our values and philosophy. It’s not unusual to want to reinvent. Is this how you feel?

Maybe a complete rebrand is not necessary but a spring makeover with a refreshed look and feel might just be the answer. Whether it is your business brand or personal brand here’s a few ideas that might help you revitalise rather than completely reinvent.

WHY. Consider your reason. Step back first and look at your base brand before take-off. Do you really need to reinvent? Starting a new job, starting a business or is change being forced upon you? What do you want out of your business or want to contribute in your career or life? Have your values changed?

YOU. Identify your personality characteristics and your passions. Delve deeply to uncover your identity and essence. Do an audit to determine your skills and knowledge areas. Where do you stand now and where do you want to go? Look at your big picture, future goals and how you can move your current position to go from here to there. Look at any mind blocks you may have and get the appropriate help if needed.

WHAT. Discover what sets you apart – your point of differentiation. What position do you already own with your target market and what do you want to own? Evaluate your current market as it may have shifted in some way with them having different needs and wants. Reassess who you want to work with.

Can you fill a need in that changing market? Is there a unique concept or idea you can become the master of? Where’s the creative element? Refresh your brand by being first with a new idea or by recognising a major trend in your field and moving to the head of it. 

Do you need to update your skills or add a new skill set to your existing brand? Perhaps a new product line is enough to refresh.

LOOK. Package you and your product or service to be visually appealing. Perhaps a new colour or refreshed logo may give your brand a boost. Ensure all your communication collateral such as websites, brochures, social media headers and the like is looking good with the updated colours, fonts or logos. 

Is your LinkedIn photo and profile truly reflecting your brand and expertise? Does your Facebook cover photo need a new look? You want to leave a great impression on your clients, customers, employees, media, any visitors and of course YOU.

Invest in you and reinvent your spring style. Your dress and personal style plays a major role in how you express your personal brand. Spring cleaning time – out with the old and in with the new. Go through your wardrobe and get rid of anything that doesn’t serve you well any more. 

Start afresh and begin to build a wardrobe showing your uniqueness and image you'd like to project. Balance your individual style with clothing that will appeal to you but also appropriate for the work you do. Update other items outside of work – new gym clothes or sleepwear. Even a small purchase will revitalise you, your look and how you feel.

PROMOTE. If your do revitalise your brand, let people know. To go from where you are now to where you want to go, you need to implement a personal public relations plan and become known in your niche. 

Promote yourself through various communication channels such as publishing – write articles for magazines and online newsletters; write a book; social media marketing; send out interesting media releases on your topic to journalists to help create word of mouth publicity; speak for clubs and other organisations. 

Self-marketing will help build your new brand identity.

PARTNERS. Consider your environment, such as the company you work for or the company you keep. Who are your friends, alliances and partners? Create contacts and expand your network. To revitalise your brand and current position join some new networking groups and test out a refined version of your personal brand statement. Discover new people you can help and those who can help you.

ACTION. Reinvention doesn’t happen overnight.  It can be a long process and although not easy, certainly one I’d recommend to you if you feel you need to do something different or are not happy doing what you do now. With time and persistence you can bring your reinvention to reality. 

If you already love what you do consider that a reboot might just give your brand and business a boost.

Need to understand more about your personal brand? View my free video series, NOOK, LOOK, HOOK, 3 Steps to Build A Stand Out Personal Brand.

Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She is recognised as a leading authority on personal branding to boost image, profile, brand and business. Through her image management and profile building programs, workshops, consulting and keynote presentations, Sue helps businesses and entrepreneurs position and present an influential professional brand.

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