It might be time for a brand makeover—a re-think of your strategy and positioning, visuals and copy. Here are a few signs it’s time to take a fresh look.
You want to appeal to a niche market. Your branding (business card, website, flyers, social media, advertisements) may need some tinkering to identify and connect with the right niche. Pretend you’ve realized you love working with physicians—and you’d like to start advertising to reach more of them. Your brand—the images and the voice of your copy—needs to shift to focus more pointedly on the needs of your M.D. niche. If you’ve filled your marketing pieces with images of construction-oriented workers, your branding will not appeal to this new niche.
You’ve created a thrilling new _______(service, program, book, product) and are in search of the right audience. This can be a time when you need a pivot: not quite a 180, but more than a tinker. Your new fill-in-the-blank might be designed not for your current clients, but more for the people who can’t afford you yet. Your marketing pieces may need to be given a more polished, sophisticated look. Or it might be a deeper dive into a narrow portion of your expertise. You’ll need to make sure your branding, your positioning and all of your collateral works for both audiences well.
You’re busy talking about you. The days when marketing was all about advertising your talents are O-V-E-R. You want to “speak” to your client—on your website and in your social media and marketing pieces—as though you were having a conversation. How are their lives different after you’ve worked your magic? What concrete results can they expect? What will the experience feel like? Show them what’s possible instead of giving them a laundry list of your services and awards.
Your competition looks—and reads—better than you. Or, their new branding pieces look too similar to yours. When’s the last time you web-surfed your competition? Take a look: how do your message and visual touch-points compare to what’s out there? And be honest with yourself—how you pitch yourself to clients must match up with how you look and read. If you’re pitching the high end of the food chain then you darned well better look like you’re worth every penny. You deserve to occupy a unique space that speaks to your DNA and your sweet-spot clients. Be sure that your competitors have not revamped their materials to look too similar to yours. This happened to InSilico Media Group, so we’ve worked hard on a new website that will stand out from our competitors yet again.
You’re hard to find. This will be your online death. It happens when your name or point of view is forgettable (or difficult, like InSilico!)—just another “me too” message that gets lost (think: “innovative solutions through technology”). Or maybe your name is too similar to someone who’s already staked their claim on your industry’s Google rankings (A-1 Services, for example)—in that case, only new brand positioning is going to get you a break-through. Invest in building and maintaining your presence so you own your niche.
Your brand is stuck in time. Your website, your images (and especially photos), look like they’re from 1997. (Unless you’re doing a #TBT (Throwback Thursday for our less tech savvy friends) Your clients will sense it even if they don’t (or can’t) articulate it. Overly formal copy, stiff head shots and multiple old-style fonts are the first signs that you’re out of touch. Images that scream bad stock photography or are interchangeable with your competitors do you no favors (if I see one more financial advisory site with happy senior citizens strolling the beach, I might gag). Review your site and marketing collateral at least annually and make modern updates at least every couple of years—more often if you’re making the kinds of changes in #1 and #2 above.
A brand makeover requires some grit and a dose of courage. Don’t commit until you’re ready to set your stake in the ground—to claim a piece of territory as your own and commit to building (and defending) it.