As I write this, we are in the second week of January 2019. You’ve probably started your green smoothies or dusted off your running shoes. Bought a nice new water bottle and decided this year is THE ONE for a change!
But what about your Brand? I believe Brands are a living thing that gets shaped by your daily efforts, interactions with customers, courageous ideas and business decisions.
So I started thinking of my clients. What would be the new year Brand resolutions that could surely make a difference for 2019? I got really excited, made a bit of a long list, but then paired it down because, you know, change is easier in smaller chunks.
So here it goes, my 5 recommended Brand efforts to spark your Brand with life, alignment and more purpose for 2019.
1. Once and for all, collect testimonials.
Yup, send that email, call that client, review last year’s client's list and contact them, ask how you did, how you could have done better, and if possible, get a nice testimonial. Most importantly, share it with your world. Add it to your website, make an Instagram post about it. Don’t be shy, let the world know that you do what you do with great heart and people love it! This will bring only more of that!
My inner Marie Kondo says ‘get rid of the crap’.
Take a deep breath, close your eyes and audit your Brand and offerings with your gut.
Hand on tummy, start sensing all that you do and offer. What feels heavy?
That course that doesn’t FEEL right anymore? Scrap it! Even if it cost you lots to do it, even if you feel obliged to run it because you have a couple of members still in. It’s not worth it if you don’t feel aligned.
That icky page on your website. Those profile shots that make you cringe. Maybe that team member that keeps you stressed out.
This is a great time for letting go of what’s keeping you stuck.
Welcome the new year with open space within your Brand to create what you really want!
3. Clean up your fonts
Gosh, this one makes the designer in me suffer all the time.
Rule of thumb, pick your primary fonts (titles, body text) and an accent font. That script or highly designed, special one with more design.
Just 3 fonts TOPS (some great Brands have only one for EVERYTHING), write their names, communicate them to the team and audit every bit of your communication. Just 3 fonts!
I don’t care if you are not in contact with your original designer, if you can’t find the file - get this sorted NOW.
Why is this so important you may ask?
Everything communicates. A cohesive Brand can create sustained trust. If you switch from your Brand’s font to comic sans because you were in a rush, your message is clear. YOU ARE IN A RUSH as a business, as a Brand, and we may wonder, what is your quality like.
3 fonts, tops ok?
4. Have a plan
If you have mapped your year ahead with goals and key dates, excellent, skip to the next.
If not, either make some time to really plan, or better still join me for my FREE upcoming workshop on the 17th of January or FACE-TO-FACE In Perth on the 13th of February, where I teach you exactly how to do that
I don’t believe in strict plans and schedules. Life can always get in the way. But I do believe in intentional action. What do you feel deeply drawn to creating this year? How much money do you want to make? Are your offerings and ideas realistic when you hold a calendar in your hand?
Don’t just keep ticking along as you did in 2018. Stop and DECIDE what you want to carry forward as a Brand. Make a plan to get it done!
5. Design your goodbyes
One of my favourites. How does your experience as a Brand end? The customer that walks out of the shop, the coaching client that just finished her last session, The course graduate.
What does the end feel like with your Brand?
This is really powerful and perfect for creating word of mouth.
Take just 10 mins to look at this one. Is there a way you could reassure your clients that choosing you was the best decision? How do you want them to feel after they interact with you? Empowered, peaceful, energized?
Then pick something to spark exactly that!
A warm phone call, a nice thank you card, a little crystal in a bag, a voucher for your favourite store, it doesn’t have to cost much, but it has to be intentional for sure!
So that’s it.
Start small - pick one and let me know how it goes.
And how much of a difference it makes to your Brand!
Happy resolution ticking for 2019 everyone!