Opal & Co: NEW YEAR BRAND MAKEOVER
Follow our five simple steps to smarten up your brand act and get fit for the new year ahead.
It's time for out with the old, and in with the new. After a demanding twelve months culminating in a frenzied Christmas sales period, this time of year can leave us reeling and with our branding in disarray.
Of course the show must go on, and we need to start the New Year bright eyed and bushy tailed. We want a fresh and compelling offering for our customers, including all the new ones we acquired over Christmas.
Now is the perfect time for a bit of housekeeping to re-energise and ensure you kick off 2018 with your brand in sparkling shape. We're not talking about a whole new logo or website, but rather some easy and very practical “every day” changes that will make a big difference to how your customers perceive you.
1. Write down your brand objectives for the year.
What do you want your brand to become really well known for this year, or what did you do well last year that you'd like to build on? Setting some clear goals for the year will help you focus on where you want to get to. Make sure you share these with your team, too.
2. Do a website audit.
Check through every page of your site, first of all looking for out of date offers, broken links or anything else that is making your site look unloved. Then, have a look at your copy and images with a fresh pair of eyes: what are they saying about your business and your products and does it still fit with your brand objectives? Test your enquiry forms, checkout and other customer service apps to remind you what it's like to be a customer.
3. Review your product range.
Are you proud of everything in your range, or are you still clinging to old designs that should really have been discontinued by now? Have you defined aesthetics or themes for your collections this year so customers know what you are all about? Don't try and be all things to all men, and be brutal with anything that doesn't fit the profile or support your goals.
4. Check your automated emails.
These are the emails that are triggered when a customer joins your mailing list, or by other activity on your website or key dates. If they feel stale or bland you may want to add some seasonal touches, although if you do this, make a note in your diary to update them again in a few months' time.
5. Update your social media profiles.
You can change the webpage you link to on Instagram, tighten up the descriptions of what you do and update any other out of date information like email addresses or opening hours. Plan your content and avoid posting anything that doesn't align with your brand values or aesthetics.
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