Have you ever gone into your closet at the change of a season looking for something to wear to mark the change (it’s finally chilly!)—and left disappointed? After ignoring your fall/winter clothes for the better part of half the year (in Texas), your clothes seem boring, blah and so last season. Well, instead of throwing on a pair of jeans and whatever t-shirt looks good with a scarf, refresh your wardrobe by mixing what you already have up a little.
The same concept is true for your company. A web designer once told me that companies usually spend a lot of time and effort building a website they’re happy with, then leave it stagnant. Then after two years, they’re unhappy with it again. I have worked with clients who are never completely happy with their company messaging and try to do a complete rewrite every year. I get that—the market changes, customer needs change, you find what works, what doesn’t—but there has to be a better and less time-intensive way to refresh a company’s brand without a complete overhaul of your website, collateral, messaging, etc.
1. Blitz your Blog. Reorganize and refresh the design of your blog instead of your entire website. Give your blog’s template a shiny new look—change up your categories, or add more. Putting more internal and external (promotional) focus on an interactive and ever-changing messaging avenue such as your blog will allow your company to respond more quickly to changing trends or hot topic industry news. And you’ll be less likely to grow tired of your website.
2. Create an evolving campaign. Evolving campaigns are brand initiatives that involve a central static idea with variable details/messages that change based on different tradeshows, product launches, customer events or promotions your company is planning. For example, take a look at our Be Spectacled campaign. Our central idea is our monocle man’s Be Spectacled slogan, which challenges our visitors to make their public relations program shine (with us, of course). Currently, we’re focusing our Be Spectacled efforts on NRF 2013, a huge retail technology-industry tradeshow. In the past, we’ve focused the campaign on South by Southwest Interactive. Our Be Spectacled evolving campaign lives in a prominent location on our homepage, and this helps our website stay up-to-date with our changing focus.
3. Quarterly reviews of messaging with sales team. The sales team is a great source of information when it comes to messaging. They’re out in the field every day speaking with prospects and customers, so they are loaded with information about the most common challenges prospects experience and can see first-hand what messaging points resonate with prospects and customers. Sales teams can point to the benefits your company’s services provide that are most important and helpful to customers. Sit down with your sales team every quarter to refresh company messaging. This ensures that it changes little by little instead of in huge chunks—which means less time and effort on the marketing team’s part!
4. Socialize. Social media can be an easy and cost-effective way to give your company a boost in chatter and activity. If your company is not on LinkedIn, Twitter and/or Facebook, yet, then you probably should be (with some exceptions). Brands should be involved with even more—Instagram and Pinterest are a must for brands right now. Ketner Group is even dabbling in some Instagram and Pinterest activities. Already in the social world? Change your social media profile photos and information. Something this little could provide you with a breath of fresh branding and is something your followers may notice.
On that note—follow Ketner Group on our other social pages—Facebook, LinkedIn and Twitter.
Austin
New York
