New Year, New Brand?

– Understanding Your Brand -

What’s in a name? Well, a lot! When you hear the term “Dos Equis” or the word “Digiorno,” an image, tone, and guarantee come to mind. It goes to show that when a company puts careful thought into creating and promoting its brand, all it takes is a mention of the business name to conjure up images and sensations in the minds of audience members. You may have a clear idea of who your business is and what it’s about, but the public won’t know who you are or why they should care about your services unless you spend some time fleshing out your identity.

If your brand feels more like cold oatmeal than a piping-hot pizza, stick around as we dive into revitalizing your brand and paving the way for a smooth rollout.

When all of your content sends a consistent message in line with your goals, your target market starts to perk its ears up.

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When It’s More “Meh” Than “Magical”

If your brand and marketing have hit a slump, take a cue from Maria VonTrapp and start from the very beginning. Stepping back to get the big picture in focus often clarifies how and where the details will fall into place. A little recon goes a long way toward making your brand sing!

Who am I, and what matters most to me?

Imagine giving a toast at a wedding, but you’ve never met the bride or groom. You wouldn’t have much to say, and, at best, you’d mumble something generic about happiness and love. Skimping on the details of your brand identity puts you in exactly the same position when it comes to marketing. Outline your values and mission. What do you want to come to mind when clients or prospects see your logo or hear your name? Security? Personability? A fresh perspective? These things should be reflected in every aspect of your brand, from your mission statement to your color scheme.

Who is my target audience, and am I reaching them?

Are you passionate about providing services to pre-retirees within 5 years of the finish line? If so, TikTok probably shouldn’t be the platform you post on. Taking time to hone in on your target market may seem tedious, but the answers will inform where you post content, who you network with, and which services you focus on promoting.

Who’s On First??

Do you remember when the Bon Marché became Bon Macy’s for two years before it changed again to Macy’s? The company may have lost one of the best promotional jingles of all time, but the gradual transition made it clear to consumers that Macy’s was the same department store they were familiar with. The last thing you want is for your shiny new brand to get sucked into an identity crisis. So, when you’re ready for the big reveal, make sure to simultaneously update your brand name, logo, and graphics across all platforms for a smooth rollout. This includes printed, internal, and social media materials.

Making sure to dot every “i” and cross every “t” can be a headache when it comes to brand updates. Sign up to become a savvy advisor and get access to our downloadable checklist, along with even more free tips and tools!

Reaching Clients and the Finish Line

With a little TLC, your brand can do much of the heavy lifting for you. When all of your content sends a consistent message in line with your goals, your target market starts to perk its ears up. In time, all it takes is a logo or slogan to get them thinking about what you stand for and what you can do for them. Ready to make your freshly minted mark on the financial world? Reach out to learn how we can take care of all the details for you!