co Is Your Marketing Relative to the Times? Update Your Business Brand |

Have you noticed that some businesses morph their look over a period of time? They create a new brand image that’s noticeably different and fresh. It might take you a minute to figure out what’s changed–you might notice their logo or font has changed. You might pick up on new images, music, or slogan that’s got a whole different feel. If your small business is feeling a bit stodgy and you’re not drawing in new customers, then it might be time to get relative to the times.

How to Create a Fresh Look:

  • Keep an eye out for what you like. What ads attract you? What billboard catches your eye? Type in one of your keywords and visit other websites in a rapid fire manner. Let your brain do the work–take note of the colors, font, or images you grasp when you’re only on a site for 30 seconds. Remember, that’s how most people “surf the net,” so it’s advantageous to look at websites the way the average viewer does.
  • Buy a magazine or get a brochure that features your products or services and thumb through it. Which ads caught your eye? Was it a color that stopped you? A font? Graphics? Or was it a great slogan? Find out what you like and what works for you. Mark those pages.
  • Pass that magazine around the office and let others do the same. (You might want more than one magazine so that others aren’t influenced by your choices). Begin to see if there’s a pattern.
  • Don’t abandon ship–you may only need to change a sail or give it fresh coat of paint. You can create a fresh, updated, relative look without spending loads of money. Perhaps you need a color change, or a new slogan. Start with one or two changes, and do some mock ups. Now is not the time to have to redo stationary, websites, and signage–so go with a few changes and see what the reaction is.
  • Do you use graphics? Graphics are a great way to create that updated look. Nothing is more relative than simple two color graphics. iPod started their campaign in 2003 and became instantly known for their sleek graphics of people listening to their iPods–and you only saw their silhouettes. That became iPod’s look, and it worked. So consider the power of simple graphics.
  • Update your website first. Websites are easier and more economically feasible than changing your signs and stationary. Try your new color, font or graphics on your website. Send out a email and ask people what they think. Live with it for a few weeks and see how it feels and how people react to your site before instituting these changes on a wider scale.

A new look tells people that you’re fresh and relative. Even if you’re the home town favorite and you’ve been around forever, you can still make some simple changes that draw in a newer, perhaps younger demographic.