3 Ways to Evolve Your Brand in the New Year
And how evolving your brand can help change the conversation
The end of the year provides an opportunity for us to reflect on the past and plan for the future, whether it relates to our business or our personal lives. And while many of the resolutions we commit to regarding our own self-improvement rarely come true, it’s vital that we stick to the ones that will help improve our business.
A good place to start is with your brand – in both its physical appearance and how it is perceived and received by your audience. But before we get there, a few questions you should ask yourself:
- When was the last time you updated your logo, messaging and media?
- Who is your audience, and where can they currently be found?
- What is your promise, and are you able to deliver on it consistently?
By taking a good hard look at who you are, who your audience is, and how to best reach them, you can take the necessary steps to evolve your brand into something that will not only change the conversation, but better connect you with those you are trying to reach.
The following are three good ways to begin.
Evolve your Identity –
If you have followed RUSSO over the years, you’ve heard us say time and time again that, “a brand is not a logo”. And while we maintain that belief, we can’t disregard the importance of having a strong and effective brand identity.
For many though, this is a touchy subject, and the mere thought of changing it can lead to Hamiltonian-like duels in the courtyard at dawn. But before we pull out the antique pistols, no one said you have to scrap everything and start over. Sometimes, all you need is an upgrade that will honor the past, maintain your equity and evolve your mark into something that best reflects who you are today. And if your cousin’s best friend’s niece designed your logo using mac paint, well, maybe you should take out those pistols after all.
Evolve your messaging –
When it comes to messaging, or how you communicate with your audience, there is nothing more important to the building of your brand. The right message delivered to the right audience can change the world. Okay, that was a bit much, but strategic and targeted messaging can greatly effect how you form emotional connections – connections that will not only resonate, but also inspire your audience to action.
In order to accomplish this, you simply need to gain a better understanding of whom it is you are trying to reach. And if you say everyone, you better go ahead and hang on to those pistols, because it’s on.
Seriously though, messaging is all about connecting on an emotional level, and what might work for some, won’t work for all. The key is to avoid price points and services, and instead talk about benefits. In the end, people want stories that demonstrate how the benefits of your product or service can positively affect their lives. Once you are able to establish that form of trust, all that’s left is finding out where to reach them. Which brings us to our last tip.
Evolve your media –
Now I know I said earlier that messaging was the most important part of building your brand, but there is one important detail I left out. If you don’t know how or where to reach your audience, then a crafted messaging system from Ogilvy himself won’t matter. And in today’s world of a thousand media channels, satellite radio and more social media apps than we can even keep up with, it’s tough to even know where to begin.
This brings us back to getting to know your audience and trying to reach everyone at one time. Unless you have the budget of Nike, it just won’t work. And unless you know where your target audience lives, works and plays, well, you might as well head down to the mall and throw up a hand full of cash to the masses.
A better idea is to evolve your approach and avoid the one size fits all mentality. For example, if you are trying to reach a millennial audience, chances are you won’t find them watching American Pickers on the History Channel at night. So why would you then spend money on a huge cable buy when there are better opportunities to reach them elsewhere?
Evolve your brand, change the conversation –
We talk a lot about changing the conversation at RUSSO, and for good reason. Sometimes, it’s the only way to stand out and be noticed, and sometimes, it’s the best way to flip the script on what’s already been said and done. More importantly than any of that, it provides an opportunity for your brand to form emotional connections with your audience – and if upgrading your logo, improving your messaging and developing focused media buys helps to evolve your brand into something remarkable, then why not give it a go.
From everyone at RUSSO, we wish you and yours a Happy Holidays and a prosperous New Year.