Thinking ahead is key in the marketing world. Planning out moves far before they happen allows appropriate time for troubleshooting and adjustment. Are you looking to improve your brand in 2025? Start now with a fall brand cleanup. Cleaning up your brand ensures that you are presenting yourself to your target markets in a way that is intentional and direct. To prepare for the new year ahead, search for weak points in your brand identity. Brand identity is more than just your logo. It’s the colors, materials, and language used in conversation about your business. Potential clients find trust and security within your brand. But what’s actually in a brand? What key steps are you missing in the foundation from which your business grows? This fall, Eyecon invites you to clean up your brand.
Here’s a checklist of what elements you should consider:
The bare bones, the building blocks. Many business owners jump to the Big Ticket Items before hammering out the details, but not you. You’re smarter than that. Here are the aspects your brand needs to establish before you can jump to bigger things:
Easy to overlook, goal setting is key to branding. Knowing where you want to be allows you to target your material more effectively. Who do you want to market to? Where will your efforts see the most payoff?
Clear goal setting is essential. Having a road map is a valuable asset to tailoring your material to your target market. Carefully considered goals that align with your brand mission are ideal.
Messaging refers to how you present your business to the outside world. Carefully consider what message you are promoting. What language are you using to discuss your services? Are you edgy and new, dependable and established, fresh and clean?
To review your messaging analyze your tagline, mission statement, and key themes. What you want is for what you are saying to be considered and targeted. The text should be efficiently delivered, easily understood, and consistent over all platforms.
Once we’ve established goals and messaging, we can move to visual identity. A logo is a symbol made to represent a business, organization, or other group. Take a look at yours. Does it accurately represent what you stand for? Does it stand out among your competitors?
Often, your logo will be a first impression to clients. If you are not proud to have it represent you, it may be time to consider a refresh.
Visual identity does not end at your logo. Colors, fonts, and other imagery give your brand a consistent look. These too should be carefully selected. Every piece of branding you put into the world is integrated into your perceived brand image. Keeping intentional consistency and quality across all pieces gives clients confidence that they will receive quality services from you.
Consider establishing a central location to keep this information.
Past the basics, the next step towards total brand cleanup is going through the applications and materials associated with your brand. Where is your brand being displayed? Where should it be? Before beginning a large push for advertising, do you have business cards? A website? A place where reviews are centralized?
Here is where you should place your efforts first:
In a digital age, web presence is vital to gaining customer trust. Take account of where your brand is represented. Do you have a website, a designated work email, or a place for reviews to collect? Is the information on your website up to date with current operations?
Online marketing contains a learning curve, but neglecting your online presence cuts out potential customers. 49% of customers use Google to find new products, it is safe to say that this demographic cannot be dismissed. When considering your website, determine if it is easy to navigate. Customers should be able to figure out where information is within your website without thinking. Is your contact information easy to find? (If you find difficulty in this, contact Eyecon to discuss options for a User Interface/User Experience [UI/UX] review of your website.)
Similar to your web presence, a social media presence signals to tech-savvy customers that you are active and approachable. Social media is a powerful tool for building and maintaining your brand’s reputation. It is also a fantastic place to show off your brand identity with profile photos, post graphics, and messaging.
Social media posting keeps you in the mind of your audience. Showing that you are responsive and current, posting reflects your brand values and builds a relationship with potential clients.
While some seem convinced that paper products are a thing of the past, we disagree!
Take business cards, for example. This is often the first impression of your brand. That tiny little piece of paper holds the power to transform a potential client into a paying customer. Sending out mail? A branded letterhead and a colorful envelope go a long way toward making you stand out.
What specific print materials you need will vary depending on your business needs. Start small before you go big.
Well, everything! These are just the basics after all. However, to increase the effectiveness of larger projects it is extremely important to have the basics established. Carefully considering the very building blocks of your brand makes them the best that they can be.
Cleaning up your brand is a powerful way to refresh your image, connect with your audience, and stand out against the competition. This checklist and the materials listed on it are a fantastic jumping-off point for even larger efforts in the future.
Are you ready to start your brand cleanup? Schedule a FREE Discovery Meeting with Eyecon today.
We’re a full-service marketing agency located in St. Cloud, Minnesota, but we work with clients in the Minneapolis-St. Paul area, as well as nationwide! We are a fun group of creative rebels who find effective ways to help you promote your business and stay within budget. We keep things simple, so you can focus on the company while we focus on the marketing.
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