A company’s brand is the image it shows to the public. With things moving so quickly, sometimes we need to take a step back and revisit the message we are sharing with the world. In order to not fall behind, there are some things you are going to want to take into account when considering your communications plan.
Think about your messaging. Is your company still focused on serving the same purpose as you were when you first started? Chances are, you have added some new services since. If you have, it might be time to reboot. Think of your goal. What do you want to achieve? Are you targeting the same audience? Does your established marketing plan maximize results or will you need to implement a new campaign? Come up with a plan that works best for your company.
We have all heard the saying, “You never get a second chance to make a good first impression.” Your office, restaurant or store is an extension of your brand. What will your customers think when they come through the door? The vibe your atmosphere gives off can make or break a relationship. No one wants to eat at a dirty restaurant or sit on outdated furniture. From the color on the walls to the pillows on the couches, everything should be consistent, clean and crisp.
If you have not been utilizing social media channels, do it now. I cannot stress enough that social media is not just for keeping in touch with family and friends from out of town anymore. It is a quick, easy and inexpensive way to grow your customer base, share news and connect with stakeholders anywhere in the world.
What’s it all about?
Take a look at what you have been posting. Are you seeing desired results? Make sure it is consistent with your brand and messaging. Share photos and video from community events and office parties, as well as related industry news. Show off your personality, share fresh, visual and consistent content and engage with your followers to put a human element to your channels!
Social media is about getting creative. Have you considered a video campaign? You should, as video is the way to go these days. Do you have frequently asked questions or a topic you can really expand on? Consider a weekly or monthly behind the scenes look, a Q&A on certain topics, an introduction to a new item on your menu or a recap of monthly performers that visited your venue. A Facebook Live is a useful avenue to interact in real time.
Keep it consistent
Whether a logo, tagline or colors, you want people to be able to recognize your brand anywhere. This is where consistency comes into play. There is no need to reinvent the wheel when it comes to material you repurpose from your site, blog or social media, but it should be adapted for each platform. Tweets are quick 240 character updates. Blogs are better suited for long form updates. Websites should encompass it all.
This might sound like a lot, but it does not all have to rest on your shoulders. Do not be afraid to call in the professionals. It is not as easy as you think. A lot goes into a change that people do not always think about. Do you need new web text? A new logo? Professionals know from experience what works and what does not. A quick consultation with a rebranding expert can get you on the right track and out of the Stone Age.
Remember, take things slow and enjoy the process. This will take time. With the amount of time, energy and money you are putting in, you want to make sure your new brand will be everything you want it to be. Change can be scary, but it is necessary for survival.
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