I get asked a lot why I named my business April May June. I’ll spare you the long answer and go with the short one: I love spring! It isn’t just the melting of the vast fields of snow in my backyard or the wrapping of tax season that has me loving April, May, and June (and the latter part of March). The reason I adore springtime is the palpable sense of renewal, the shift from “things will always be this stagnant, dark, and cold” to “everything is possible,” and even the compulsion to clean, organize, and declutter. In addition to getting all Martha Stewart on your home this time of year, it’s also a good opportunity to breathe new life into your brand.
5 of your business’s marketing tools you should consider refreshing:
1. Logo. How long ago was your logo first developed? Does it look and feel modern? Are you proud of it? No? Then it might be time for a refresh or a whole new logo design. While this is no small undertaking and requires some planning and money, it is one of the most important branding elements for your business. And what better time to get a start than spring!
2. Tagline. Is your tagline still as true and authentic today as it was when you first created it? Or has your business expanded, shifted, or focused in a way that makes it no longer relevant? Tagline is just another word for slogan. It is meant to be captivating, be memorable, and convey the one thing you want your audience to know about your business. How long should a tagline be? As long as it needs to be to express that core messaging, though the shorter, the better. When clients hire me to develop their taglines, I try to keep them four to seven words (and not super long SAT words). It’s most important to nail the messaging. You can always find ways to trim back. If you don’t have a tagline or aren’t sure your business even needs one, call me. Seriously.
3. Website. Maybe your website is a few years old or maybe you just launched it last year. Regardless, it’s always good to give it a read-through annually to make sure the language reflects where your business is today and who your audience is. Has your client or project list grown? Is there a new geographic area you are now serving? What about adding new team members to your About Us page? If your website has a CMS (content management system) like WordPress running in the background, then updating this info will be a snap. If not, it could require a little bit of money to hire someone to make these edits, particularly if it involves tweaking the design of your site. It’s well worth it, though, to make sure your website is accurate and up to date.
4. Headshot. If the photos of you on your website or social media accounts hail from the days of scrunchies and pagers, it’s definitely time to have a new headshot taken. There’s no need to get all Glamour Shots (unless you really want to), but how formal your photo is depends on your industry and client base. If you are comfortable with a more informal photo, you can take a selfie (or have a friend/colleague take a you-fie) with an easy-to-use app like Instagram. It might come across as a little DIY, but can still look professional and cool with the right outfit and backdrop. For tips on taking your own headshot, check out this article.
5. Social Media. Speaking of photos, when was the last time you updated your profile pic and header image on all of your social media accounts? Is your LinkedIn title and company info outdated? Even if you’re not active daily on social media for business, you should maintain the information and imagery on all your brand’s accounts on a regular basis. Here’s a great cheat sheet from Constant Contact with the latest image guidelines for the major social sites.
The truth is, it doesn’t really matter what time of the year you do branding maintenance. What’s important is that you DO do it regularly. It doesn’t have to take a lot of time or money, so you’re sure to have a return on investment. Get going!