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Happy New Brand

Well, we’re halfway into January.

How are your resolutions looking? 

Whether you’re working through a laundry list of personal goals or are choosing to take each day as it comes, we invite you to kick off the year with intention. 

It’s a month of new beginnings, self-improvement, and of course, a healthy dose of reflection. While this might look like revamping your exercise routine or simply getting back into the post-holiday swing, perhaps a few days off has you heading back to work with a new perspective. 

The new year is a perfect opportunity to take a step back and look at your business with fresh eyes. What’s changed over the last year? Has it impacted your business goals? Where is your business currently headed? Is it where you want to be headed? If there’s a gap between where you are and where you want to be, what might closing that gap look like?

The brands that stand strong are the ones that have a firm grasp of who they are at their core – a guiding light when inevitably faced with new challenges or opportunities. The world is evolving more rapidly than ever. We’re here to help you keep up.


Start With the Big Picture

It’s easy to get lost in the hustle and bustle of the everyday, but do you know what you’re working toward? If not, use this new season as an opportunity to pause. 

Take some time to evaluate what you’re here to accomplish beyond making money. Annual goals are a good place to start, but you’ll unlock powerful insights about your “why” when you venture beyond 2022. What does your business look like 20 years from now? What will people have to say about your legacy? What change are you looking to make in your business, your industry, the world?

Laying out all of your big, hairy, audacious goals is the first step to creating a brand that gets you there. Think big! 

Evaluate Your Strengths 

Now that you know what you’re after, it’s time to brag on yourself a bit. What are you good at? What’s gotten you to the point you’re at today? How has your organization grown & evolved in the last year? How about the past 5? What do you do better than anyone else in the biz? Hint: We’ll come back to this later.

Knowing your strengths is great, but it’s what you do with them that counts. Does your brand strategy capitalize on and communicate your unique value proposition in a way that gets your customer excited to do business with you? 

Be Honest About Your Weaknesses

Now for the less glamorous part, the things you’re not so great at. As painful as it may be, being honest about your weaknesses is the first step to remedying them.

Identify your consumers’ pain points in their interactions with you. Where do your competitors have you beat? What does your organization struggle with, externally and internally? Are you struggling to attract the right talent? Is there a dead weight in your business that you’re dragging into a new year? An opportunity you’ve been holding out on? 

With the right brand strategy in place, a refreshed brand can solve all of these shortcomings and more. Once you’ve identified all of your external and internal pain points, you can uncover the common threads and create an action plan to give your brand a fresh start. 

Zero in on your vision, shake off any distractions and poise yourself for a new era of growth.

Now that you’ve identified the meat and potatoes, it’s time for the special sauce.

What Makes You Special?

Captivating brands all have a special sauce. It’s your stake in the ground, your unique point of leverage in a constantly fluctuating market. It’s time to take inventory of your strengths and weaknesses and evaluate how you can best leverage your brand to communicate your unique offering.

Perhaps the competition has a few more bells and whistles, but your quality and consistency are leaps and bounds above the rest of the industry. Your customers rave about it. Is your brand leveraging that? The answer should be a resounding yes. 

Maybe your industry is trending. With a flurry of sharp, fresh competitors, you’re starting to get lost in the noise, and you’re not sure why. We have so much more expertise! These guys could never keep up with our knowledge of the industry, we’re the real thought leaders! That may be true, but does your brand do anything to illustrate your growth, evolution, and unique voice? Make 2022 the year you start showing off the wisdom you’ve worked so hard to earn. 

You know what they say about doing the same thing and expecting a different result. We’re here to help you set the pace. 

Download our Brand Thinkbook to make 2022 the year you take your brand to new heights!

Thinkbook Download
By Lauren Carr-Gasso Jan 18, 2022
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