Your brand is probably one of the things you’re most passionate about in life, but what do you do when it starts to feel dull or like it’s missing an ingredient? Breathing new life into your brand could be the solution.
Check out what some of our favorite industry leaders had to say on this topic:
Define Your Brand
In order to give “new life” to your brand, you have to understand what type of message and life your brand is currently conveying to the public and your employees. Start this process by examining current practices and the vision that you’re putting out into the world about your brand and the products or services you offer.
“Defining your brand seems like it would be a simple process, but sometimes that initial definition gets lost along the way,” says Reece Kresser, Co-Founder of Zizi. “Passion projects and ideas that spiral to new places that are outside of your brand’s zone can muddle the picture you’re trying to paint for your consumers. Bring the definition back by making sure everyone is aware of what your brand is and how you’re unique.”
“Regularly communicate the definition of your brand with your team,” says Marcus Hutsen, Business Development Manager for Patriot Coolers. “Before you can change or breathe new life into your brand, you have to understand what it is now.”
Start With Your Staff
It can be such a game-changer for your brand when you have staff that are motivated and excited about what they’re doing. Unfortunately, sometimes people have to work on projects that aren’t their primary interest or the day-to-day will just become mundane after a while. Here are some tips to breathe life into the staff that make your brand what it is.
“Start by providing your staff with events or incentives to look forward to,” says Zach Goldstein CEO of Public Rec. “Provide lunch for your staff after a grueling week or let them have half a day or so to just go recharge and be with their families and friends that support them. Letting them know that you care about them and their other life priorities can be a big step in creating a healthy workplace environment.”
“Make sure your staff has time to breathe and take care of themselves during the workweek,” says Stephen Skeel, Executive Producer for 7 Wonders Cinemas. “Providing spaces and resources for self-care and metal breaks during the workday can help your staff be at the top of their game to provide that life your brand needs.”
Train Your Staff Regularly
Training shouldn’t only be part of the onboarding process in a brand. You should consistently be training your staff to do their best at whatever they’re doing so they can bring life to the brand in whatever capacity they hold.
“Have regular meetings where you can reinstill the values and goals of the company into your staff,” says Shaun Price, Head of Customer Acquisition for MitoQ. “Sometimes it’s not that you need new life to be brought into the company, you might just need to reinstill that passion and drive that your staff might have lost along the way.”
“Talk with your staff about where they want to grow and hold regular training sessions that will help your brand flourish,” says Anne-Marie Faiola, CEO and Founder of Bramble Berry. “Give them the opportunity to reach for their goals within their positions while also instilling the life of the company into the minds of each employee.”
Evaluate What’s Driving the Need for New Life
Let’s say you’re doing all of the above things and you’re still not seeing the brand carry the life that you want to see. Have a meeting with other staff to evaluate where the shortcomings of the brand are and what you can do as a team to change those things.
“Sometimes there’s not a clear answer on how to do this until you learn why you feel like your brand is lacking life,” says Eric Elggren, Co-Founder of Andar. “It could be something like changing your marketing color palette or maybe you’re desiring a change in managerial styles. There’s such a broad range of changes that can be made to breathe new life into the company but you can only start working towards achieving those goals if you know what you’re looking to change.”
“Hold a staff meeting and talk with everyone about what they think is going well and what’s not,” says Nick King, CEO of Vint . “Poll your employees anonymously to get a raw and honest insight into what they think needs to change to bring the company new life.”
Look at Your Brand’s Presentation
Breathing new life into your brand doesn’t have to be an expensive endeavor, but it may take time. Look at social media and marketing strategies as well as the graphics and materials used on products that are being sold. Presentation is a big deal when it comes to breathing new life into your brand.
“Social media is a huge part of what people see of your brand,” says Mehdi Marrakchi, CEO of Mob Hookah. “Create a vision board or find some examples of what you want your brand to look like and compare that to the current posts and content. Sometimes just comparing where you want to be to where you are can help you figure out how to breathe new life into those accounts and your overall presence.”
“Look at how you are speaking to your customers and staff,” says Phillip Montalvo, Director of Marketing for Azuna. “Tone of voice and the way you speak or present material is a big part of how your brand is perceived. From social media posts to commercials or even staff meetings, you should be consistent with your words and message about your brand. If you don’t like your current standing, try changing your tone to breathe new life into your brand.”
Breathing new life into your brand can seem like a daunting task, but starting small seems to be the best first step. Talk to your employees and encourage feedback while also taking a look into why you want the brand to breathe new life. Understanding your brand is a big part of this process so don’t forget to take everything from social media to staff interactions into account as you move through this process.