Zen & The Art Of Brand Maintenance

By this time in the year, most of us are screaming towards our goals and moving full steam ahead with our programs and projects.  As marketers, we are tasked with looking ahead and helping the business move forward at a fast pace, which means little time is spent on maintenance.  Like our vehicles, we'll be able to keep going down the road for a while if we don't check the oil or tire pressure, but if we don't perform those regular check-ups the chances of us being along the side of the road with the hood up increase.  If you haven't performed your regular maintenance on your brand here are three keys to get you back on schedule:

  • Currency of your look and feel - is your visual identity starting to look dated?  In some businesses that legacy look goes with the image of the company, but if you haven't taken a look at how your logo, fonts, pictures, and graphics are matching to your industry's current style it may be worth looking at some kind of refresh.  Some people get intimidated by the scope of even thinking about this kind of change, but most of the time a few tweaks and nudges can be easily done and can go a long way to keeping your brand fresh.
  • Consistency in messaging - with all the different platforms and channels available to marketers it gets more and more challenging to keep your messaging and platform consistent and clear.  Plus with social media and content marketing becoming more prevalent, you have a lot more people providing the voice of the enterprise than ever before.  You need to make sure what you are putting out there is consistent with your brand voice and keep everyone on message regardless of the channel.  Speaking of content...
  • Curation of content - I think it's probably fair to say we are all behind in our content marketing.  It's hard to find new topics or new ideas to fill up those content calendars.  If you look at your blog or other content channels and see that you haven't published anything for a few months, resurrect your commitment to getting new stuff out at an interval you feel comfortable with or engage some outside help for new ideas or creation.  Even if it's a slower pace than you want at least you are heading in the right direction and your brand will thank you.

Maintenance is never fun, but it is necessary if you want everything to keep running correctly.  A little bit of time making sure everything is tuned up and working as it should will save you some potentially costly repair bills down the road.