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Fine Tuning Your Brand


You’ve built your brand. Another year has come and gone and it’s time for a little TLC. Of course your brand’s maintenance schedule depends on the type of brand you’ve built, e.g. generic vs. luxury, your brand's life-stage, e.g. starter vs. mature, the type of product or service you offer, and consumer demand. However, there are a few annual exercises that all brands can benefit from.

Review Marketing Materials
Official communications should clearly convey your brand's message - who you are, what you do, and how you can help the customer. An accurate portrayal is especially critical with electronic and print materials, as your physical absence disallows verbal interaction and environmental cues. Tone and body language can often serve to immediately correct a misstatement or misperception.

Approximately 90% of successful communication is based on the communication experience, not just words; so, it's beneficial to revisit written verbiage, so that the correct tone can be inferred. If you are able to distance yourself, and view your materials objectively from a fresh perspective, you can complete this exercise yourself. Otherwise employ a friend, a colleague, or a professional.

What it all boils down to is relationship building - making the most out of a “chance encounter” that is intended to be mutually beneficial.
Social Media: Aiming to Create an Experience


Design Your Space
You may not want it for home decor, but for brand recognition, be “matchy-matchy.”  Matching sets and insane quantities of repetition create a lasting subconscious impression and a sense of brand enthusiasm. Electronic and print media should mirror the color scheme of your logo. Posters, cups, t-shirts, pens, etc. fill a space to the extent that you, as the owner, think that it may be slightly overdone; then perhaps, you add a few more items for good measure. Your audience should feel immersed in the experience that is uniquely your brand.

If you have an eye for design, a once per year revisit of your electronic media, your brick and mortar layout, or your tradeshow plan is certainly in order. If you do not have an artistic bone in your body please do not try this at home - hire a professional!

Embrace Inevitable Difference
You have done the research, you’ve identified your target market, and you know the demographics inside and out. But, don’t be a know-it-all as there is always a segment that does not fit neatly into a preconceived category. Also, there are always unforeseen interrelationships and shifts in consumer needs, desires, and preferences. Be open to this segment and phenomenon. When possible, fine tune your approach and find out what draws this “unknown” contingent to your brand. Embracing differences can help you learn more about the public’s perception of your brand, and enable you to capitalize on “not-previously-identified” strengths and opportunities.

SEO Still Matters
When you have an online presence, like it or not, Search Engine Optimization matters. So, take a few minutes to check your keywords against current ratings and your actual site message; tweak and update as necessary. Boring, yes; but your customers will love you for it!

Tuned up June 23, 2020 for tone and relevance.