Written by
April 12, 2023
Mallika Malhotra
Business author Alan Deutschman popularized the phrase, “Change or die.”
Alan doesn’t mince words, does he?
While this catchphrase may seem a little harsh, he’s not wrong.
In order to thrive in today’s ever-changing business environment, brands must be willing to refresh and revise their message to stay current and relevant. As your business grows and changes, it’s important to revisit your brand message often to make sure it still resonates with your audience.
Has your brand message felt a little tired, outdated, or in need of an update lately?
Here are five signs it might be time to refresh your brand message, and three ways you can start revitalizing your brand today:
One of the most important aspects of your brand message is clarity. Can people easily understand what you do and what sets you apart from the competition? If your message isn’t clear, it’s time to take a step back and reassess.
Are you drawing the right audience to your business? If not, it could be because your message isn’t resonating with your ideal customer. Take a closer look at your message and make sure it speaks to the needs and desires of your target audience.
As time goes on, the messaging that resonates with your audience may change. If your message feels outdated, it’s time to freshen things up. Take a look at what’s happening in your industry and see if there are any new trends or ideas you can incorporate.
What sets your brand apart from the competition? If your message doesn’t clearly communicate your unique value proposition, it’s time to differentiate yourself. Take a look at what your competitors are doing and find ways you can stand out from the crowd.
Consistency is key when it comes to branding. If your message isn’t in harmony across all channels, it can be confusing for your audience. Make sure your messaging stays the same across your website, social media, and any other marketing materials.
Now that you know the signs, it’s time to get started refreshing your message so it aligns with your goals and audience! Here are three ways to get started with the process:
Your brand story is what sets you apart from the competition. Be sure to communicate your purpose, your passions, your prowess and personality. These are all crucial elements of your messaging, and must feel authentic, compelling, and must align with your overall brand message. Take some time to revisit your story and see if it’s still resonating with your audience. If not, time to update!
Take a closer look at your messaging and see if it could use some refinement. Is it crystal clear who you serve, what you do, how you’re different? Has anything shifted?
Your message should be simple, concise, and should highlight how your brand can address the specific pain points of your clients. Make sure you are using language that speaks to your target audience. You want to show them that you understand their challenges, desires, and motivations and showcase how your brand can provide solutions and benefits that matter to them.
Your visual identity is just as important as your messaging. Take a look at your headshot, your brand photography, and other visual elements to see if they could use a refresh. Make sure your visuals accurately represent your brand and your vibe.
Do they catch the attention of your target clients? Do they make your audience feel connected to you? Are your visual elements consistent across all mediums?
Refreshing your brand message is vital to the health of your brand. If you’re experiencing any of the five signs we discussed, it’s time to take action by revisiting your brand story, refining your messaging, and revamping your visuals.
With thoughtful consideration and a clear understanding of your values, you can successfully refresh your brand message and stay relevant in the eyes of your customers!
The waitlist is now open for The Brand Breakthrough Mastermind! This 4-month mastermind was created especially for women entrepreneurs who want to build a brand that will attract more clients and make more money. Are you ready for a brand breakthrough? Click to join the waitlist for the September cohort today.
Meet Your Brand Mentor
Hi, I’m Mallika Malhotra, The Brand CEO—an award-winning brand builder and niche expert. I’m passionate about supporting female entrepreneurs—women just like you! I’ll help you find your oh-so-you niche and share your brilliance with the world. Together, we’ll break through the noise and make your brand the go-to choice in your industry.
When not building brands, I’m either sipping coffee or enjoying a glass of red wine, diving into a stack of books, or dreaming of global adventures. I live in beautiful coastal Maine with my husband, three sons, and our mini Bernedoodle, Jax.
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