Don't Be Afraid of Change
I was recently listening back through a client's podcast, and he was talking about the part in Alice in Wonderland where Alice remarks "I know who I WAS when I got up this morning, but I think I must have been changed several times since then." As people - as business owners - it is important to change. Change means that you are flexible. Change means that you are adapting. Change means that you are growing.
We see change in business more often than you realize. However, that change is either minimal so as to not be too obvious - or it is addressed with a huge media push. Take for example a huge brand like Pepsi. Do you know how many times they've updated their branding? Their logo has changed about a dozen times in the last century. It's generally done in a manner where you notice something is new - but they aren't necessarily announcing it. Take that in comparison to Domino's Pizza. Domino's recently overhauled their media campaigns. They had customers calling them out about horrible products and practices. They made some changes, and they launched a campaign letting the world know that they changed things.
The question becomes how much change is right for you and your brand or business? Are you looking for a slight change? Or are you looking for a complete overhaul?
Not sure? Let's walk through it together.
Are you seeing a slump in sales or clients? Maybe it's time for a refresh. One of the reasons we incorporated this blog, for instance, is to keep content fresh. If your website is a static site that hasn't changed in appearance for some time, people may not realize you're still an active business.
Is your site easy to navigate? This is a biggie. If I visit a website, I want to be able to find what I'm looking for without spending an eternity on the page hunting through obscure pages and unhelpful search results. Your customers are the same way. If I can't find what I'm looking for on your page, I'll go somewhere I can find it (i.e. your competitor). By having easy-to-follow menus and search options, you can make your customers' lives so much easier.
Are you attracting the wrong people? Maybe your branding made sense when you started your company, but now things are a little muddied. Not sure what I'm talking about? Google search your company. Google search your company name or keyword as a hashtag to see what the rest of the internet thinks it means. When you say "apple" for instance, do you think of the fruit or the global technology company?
Is your look outdated? If your site looks like it belongs in the 1990s, chances are your customers feel the same way - and that can adversely affect your business. On the other hand, maybe you're just tired of having a vanilla look and want to add some flare and polish.
These questions aren't huge, but they do give you some ideas. Maybe you just need some tweaks. Maybe you realize you're due for an overhaul. No matter how you answered, you have taken a look at some of the key points for your branding. And, that is an important step.