Like many of us, once the website goes live, there are many aspects that aren’t visited again. But as we head into spring, it’s time to wipe the dust off of one of the most important, and often undervalued, foundations of your brand.
Your brand values!
Throughout the last few years there’s been a lot of tumult, and as our businesses emerge into this new year, it is important to take stock of our fresh perspectives – and let our brands reflect that!
Refreshing Your Brand Strategy
An extension of the business itself, your values need to be reflected in every aspect. Refreshing your foundational brand strategy will inform all of the decisions you make as a business during the year, including product development, packaging design, messaging, and marketing.
Your brand strategy will establish who you want to communicate your product or service towards, helping to pinpoint marketing campaigns that will actually be effective and aligned with your brand’s overall goals.
Here are some ways to give your brand values and strategy for the new year a little refresh:
- Update your story
Every brand is a story. The best ones connect with the audience emotionally, physically, and ultimately become a part of their lives. In this way, it is important that your story remains timeless, representing the current needs and wants of your audience members.
What events or changes have occurred over the last few years from your last update? It is important to adapt your brand story to meet the various needs your audience members have. The brand itself does not change, but you are simply reframing the aspects that are most important so that your messaging can feel targeted and seamless.
- Re-evaluate what your brand is hoping to communicate
What personality, brand values, and tone is your brand communicating? How has this changed in the last year? Five years? When looking to communicate with your audience using your brand values, consider these questions:
- What are your beliefs? Who are you and why are you different?
- What are your values? What is the why behind your business?
- Who is your ideal customer and what challenges are they currently facing?
- How will you solve those problems?
- Represent your values in your online presence
Your company logo and website are your outward-facing image to the world, but they only tell people what you look like, not who you are. Once you understand your unique branding standpoint, you can decide how to incorporate those factors into your design.
Some ways that you can incorporate your values include website design and logo, social media presence, brand photos, color palette and other elements of visual branding.
- Redefine your brand strategy
A coherent brand strategy satisfies your customers, helps you stand out from the competition, and conveys your unique standpoint. Your campaigns must be a match for your brand principles. Your target buyer personas should be the base on which your brand and campaigns are developed around. And when a marketing campaign ends, your brand will still be there and need to appeal to your target audience.
When it comes to marketing and sales, by re-evaluating what your story is and what you want your brand to communicate, you can then craft successful marketing campaigns.
Refresh Your Brand Values and Strategy with Drawing From Memory
From branding to web design to product packaging, Drawing From Memory helps your brand create a seamless experience for your customers from start to finish.
Ready to evolve your online presence to cater to all aspects of your market audience? Let’s get in touch!