Posted on Jan 25 2016

When was the last time you refreshed YOUR brand?

How often do you finish a project and go back to it over and over to improve upon it?  If you’re like most people, the answer is not very often.   You assume you did it well, and you move to the next on a long list of things to do.  That strategy may be sufficient for some things, but in the case of branding, and more importantly YOUR brand, it’s very dangerous.   “Remember, your brand is everything you are and do. It’s always alive. Every action you take or don’t take can influence your brand.”

Refreshing your brand is something you should do often and critically.  If you put it through a few questions, how you refresh will become fairly apparent.

  • What do you want to be known for?
  • How do you want to be perceived?
  • What do you offer that is unique?
  • How will customers / clients find value in your brand?

It’s as simple as discovery, positioning, story telling and freshness.

According to Dan Schawbel, “Each and every one of us is a brand…as a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like them.”

I am currently embarking on my own refresh and renew efforts.  I am asking myself these questions. I plan to share my learnings and updates with you along the way.  For now, my first step is simply re-engaging with my audience, and sharing some insightful content.  I hope you find this article as motivating as I did.





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Loretta Soffe - Principal