5 Signs you may need a brand refresh

I got your attention! Excellent. I often notice people using the term “Brand” in this context. 

“A brand is really what people say about you when you leave the room. It is the soul of your business. A brand is not visible” – Nicole Gallant

In context however, companies can describe how they present themselves to the world as their visible brand. This is part of your marketing strategy.

Let’s look at five signs you may need to dust off the old and replace with some up-to-date, fresh concepts.

1. You’re ready to launch something new.

Your business is changing and things need to be updated. Your message and what you offer is different.

2. You’re a bit embarrassed of your business website.

This one is common. You were strapped for cash (many of us are when we start and that is ok) so you did a DIY site. Maybe you hired your nephew or a “guy you know” who gave you a great deal. The results are less than satisfactory and it bugs you every day. The guy who did it is MIA and you need things adjusted, photos updated, and contact information needs to be updated. You may not have access to it at all! Yikes!

3. You feel you are doing well with driving traffic to your site.

You’re rockin’ and rollin’. But are you? Your report says you’re getting a good stream of visitors but nothing is happening. No one is calling you, no one is filling out the Contact Us form. That’s a problem. Maybe your social media is saying one thing and driving people to check out your site, but when they get there they don’t see what they’re looking for. Your marketing content on your site doesn’t seem to match the messages on your socials. Huh! The result is confusing. Just imagine how your visitors feel. People are going to your site for something you’re promoting elsewhere and then arrive to your site to find other stuff. That can frustrate your potential customer.

4.Sales are not quite what you expected.

If your marketing efforts are not getting you anywhere, it’s time to change your strategy. Remember the definition of insanity? Doing the same thing but expecting different results. Take a closer look and see who you’re targeting.

5. How people search for things has changed exponentially in the last few years.

A younger group of people have different needs than those close to retirement, therefore it makes sense they would shop for things differently. Trends change. Your message needs to stay fresh and current with today to not only match the preferences of today’s consumer, but to remain standing in your competitive environment.

Something I recommend is to ask yourself: Is my message clear? Does my audience know exactly what I do? How can I help them better understand? Does my website look professional?

I challenge you to ask a fellow peer or perhaps ask the client who said “no thanks” what their thoughts are. The feedback may prove to be invaluable.

Your visible brand needs to reflect the image you want to convey. It needs to be recognizable as soon as people see it. Your message needs to connect with your client. If it doesn’t, it’s time for a new marketing strategy, and maybe a fresh new look.

If any of this resonates with you, pick up the phone and call me. If you’re shy, send me an email. It may be time to review your marketing efforts.

Nicole Gallant

Nicole Gallant is the lead marketing strategist and long-time sales professional connecting buyers to sellers for 20+ years. Buyer behaviour is definitely her jam. She helps you generate sales with content rich websites, crystal clear offers and effective social media plans. The trick is knowing which words trigger curiosity and interest with your brand and which words to avoid. She coaches entrepreneurs how to #ditchthepitch and stop using ego-centric content. Learn more about me »

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