The life of an entrepreneur is always in motion. We grow and evolve, downshifting when needed and jumping into uncharted waters without looking back. Sometimes this constant movement can cause problems. The business is out of synch with your core beliefs and your marketing plan no longer reflects who you are and what you're trying to do. You are off brand.
My first meeting with a client is often when the business owner is investigating the addition of a social media or email marketing plan. I am coming into the business with a fresh set of eyes, looking at it from a customer's perspective, and what I see is a an outdated website, or a poorly constructed site that does not reflect the owner's professionalism. I see business cards with graphics and fonts that don't match, social media channels that are missing important marketing tools and email templates that underwhelm.
Do we go ahead and establish a social media marketing plan on top of a foundation that is not serving the business well? Not a good plan.
Recently, I was pleased to work with three businesses who faced this situation. They were initially unhappy to postpone their debut into the world of social media, but stepping back and looking at their business turned out to be very illuminating and up-lifting. Serious conversations between stakeholders refocused their attention helping them to unload outdated information, and showcase their products and services more effectively. The resulting updated websites and logos will, of course, require new business cards and collateral materials to follow. Online business directories and existing social media profiles need to reflect the rebranded image.
Re-branding a process, but it's kind of like cleaning out an over-stuffed closet. You get rid of a lot of stuff, figure out what's important to save and wear more. It's not fun in the beginning, but along the way you discover why you bought that purple pant suit in the first place. In the end, you will feel relieved, and reinvigorated to proudly wear "your brand".
Liz Provo, Mass Marketing Resources.