Are you tending to your brand image this summer…or has it been left to its own lonely devices?
Many of us take some time off during the summer. And for others, it’s part of the business cycle to experience a slow down. When that happens, we find ourselves in the lucky position of having a few hours here and there to work on our brands. And honestly, it’s a great time to do it.
Which is less stressful: rewriting your mission statement in October, or pondering it on a lazy Thursday afternoon in the backyard, while you soak up some sun?
When you get these pockets of time, it’s a great opportunity to think about “the big picture.” It’s a great chance to refine your main message (or “branding statement” if you want to get fancy).
- is your message clear and consistent?
- can your employees identify what your business “is all about” ?
- what about your customers?
- and how about your suppliers?
Work on your message until it’s clear, concise, and consistent. State it briefly. Simply. That way, your chances of having it repeated over and over increase significantly. And once you’ve done that, then go to your marketing channels. Make sure a brief version of it is found in your website, company bio, company literature-whether it’s online or offline.
There’s a number of other “brand/marketing tasks” you can tackle this summer:
- if you’ve had your logo redesigned, this is a good time to update it in all media
- it’s a good time to ensure your website colours are consistent with the rest of your brand image
- check that your newsletters actually look like the rest of your marketing collateral
- if you’ve had new headshots done, update them-in ALL media
- is your store sign faded, peeling, or lights burned out? Now is the perfect time to fix all that
When you think of it that way, there really IS a lot you can do to tighten up your brand image. And before you know it, that list will grow, and keep growing….so make sure to schedule some time for specific tasks; that way you won’t be overwhelmed, and you will actually get some of it done.
Remember: it’s a lot easier to complete three tasks on your “marketing to do list” in July or August, than when you’re busy dealing with clients, invoices and business events late in November.