December is the time when the “year’s lists” start coming out: best dressed celebrities, worst movies, top trends of 2018, best-selling gadgets and so on.
But you’re a business owners, so naturally your business is your top priority. That’s why I am proposing a different kind of list. Below you will find my Visual Brand Year-end Checklist. I encourage you to review this checklist and rate how YOUR visual brand fared in 2018.
Set some quiet time aside, and go over the following checklist with a cup of coffee. Take your time and review these key items in your visual brand. These are items that really must be updated and reviewed regularly. How is your brand faring? Is it time for minor repairs or is a major overhaul in the horizon?
Is your portrait a decade old? If it doesn’t look the way you look TODAY, you need a new headshot-so schedule one as soon as possible.
Your headshot is how people identify you, and it’s part of your personal brand. If you’re showing up looking different than your photo–what does that say about you? The same applies to your staff.
- Print collateral
Gather all your print marketing tools and give them a hard, objective look. Do any look dog-eared, shabby, past their prime? If you’ve been getting by with those brochures from 10 years ago, ask yourself: are they still useful? is the content still relevant? It might be time to rethink their format and perhaps update to a different item or size.
If your last website update was 2005, it’s time for an update-now. One sure sign is if your website is columns upon columns of never-ending text. These days photos or videos are widely favoured over paragraphs of text.Websites now change very quickly, so be sure to update and upgrade yours with relevant information at least every 2 years. Remember that your website is usually the first place people check out your business, so it needs to be presentable and current at all times.
- Social media profiles
This might be a hard one for a lot of people, because after all, we have all invested in social media at this point. And the pressure to be “present” online is heavy…and it’s ok to have a presence, but are you actually active and engaged? Go over your profiles with an objective eye. And then be honest and realistic.
-Have you lost interest in a specific platform? Close the account.
-Is there a platform that simply doesn’t reach your target audience? If your target audience isn’t there, there’s no point in keeping the account alive.
-If all you’re doing is repeating content from another account (Facebook to Twitter, for example), close the account.
-If all you do is sell instead of engage, close the account.
- Promotional items
Still using the tired old mugs, keychains and pens from 10 years ago? It’s time to rethink your giveaways. It’s time to consider whether what you’re giving away still has value and meaning.
And there you have a short-but mighty-5 items to review. Because they all contribute to your visual brand, and ultimately affect the way your audience perceives you.
You can download the checklist here: annualBrandChecklist
You may find that you have a lot to update or change…but don’t get discouraged. Your visual brand is an evolving entity that needs a plan of action. Contact me and we can get you started updating or developing your business brand.
With that I will wish you a very happy holiday season!