Whatever your business and services, your brand should be flexible and organic. It should grow over time. And sometimes, that means clearing up some of your brand clutter so that it can grow. Every brand needs evaluation from time to time to make sure that you’re achieving your goals and targeting your audience the way you need. Here are the best ways to clean up your brand.
Google Your Business
First thing: type your business’s name into any search engine and read whatever it retrieves. What are people saying about your business? This could be through blog posts, articles, tweets, reviews, or other content. You may not be able to control it, but you certainly can improve on this information in the future.
You can also use a Google search to check if your company’s site comes up with specific keywords, or if it vanishes to the second or third page of results. You’ll be able to take this information to improve your SEO and links.
Create a Positive Image
Is there any negative press about your business? Get out there and clean it up. Now, this is not to say you should delete comments and reviews. Simply trying to bury negative press will generate more anger among your community. Instead, do what you can to rectify issues within your consumer base. Or, if there are issues you can’t fix, do what you can to appease or apologize to irate reviewers. Showing that you are responsive to issues and respectful to your customers helps improve your brand and company image.
Evaluate Your Audience
Look at how your ideal client compares to the clients you actually have. Do they match up? Or are you way off the mark? You may also see the need to chase new markets in which your company will succeed. If this is the case, consider adjusting your target audience, whether you’re expanding or narrowing, to bring it closer to your ideal. This means trimming away those parts of your audience that profit little for the work you put into them, and entering new services or products to reach your perfect client.
Update Your Social Media
Often, people get onto LinkedIn or Twitter to set up a profile–and then never edit it again. Over the years, their information and content can become terribly outdated. If you fall into the category of people who haven’t updated in a year (or more!), it’s time to log back in. Make sure your information, especially about your brand and yourself, is up-to-date. This could be awards and acclaim, or just taking note of a new, brand-strengthening image.