In today’s episode of The Small Business Show, we explore the art of rejuvenating and upgrading the essential steps to boost your company’s branding presence. Joining us is Melinda Emerson, renowned as America’s top small business expert, the CEO of Quintessence Group, and a best-selling author, who guides us through this transformative journey.
Key Takeaways
1. Melinda Emerson emphasizes the importance of regularly updating a company’s website, logo, and color scheme to maintain a fresh and modern brand image. She suggests businesses need to refresh their websites every 18 months and consider updating their logos or color palettes to inject new energy into their brand.
2. The discussion highlights the significance of personal branding, mainly through updated headshots and visual imagery that reflects the current professional image of business leaders. Emerson advises investing in professional styling, hair, and makeup to ensure personal branding aligns with the company’s overall image.
3. Additionally, Emerson underscores the need for brand consistency across all digital platforms, including social media. If changes are made to the website or brand positioning, these should be reflected across all social media profiles and marketing materials to ensure a cohesive brand identity.
4. Moreover, Emerson recommends knowing your direct and aspirational competitors and using tools like Google Alerts and SpyFu to monitor their activities. However, she warns against copying competitors while advising businesses to find unique ways to stand out.
5. She stresses the need for intentionality in branding and growth strategies, suggesting that businesses should build brand equity through consistent and high-quality customer interactions. She also mentions the importance of understanding customer needs and evolving the business name or strategy as the company grows, which ensures the brand resonates with its target audience and market changes.
"If you change stuff, you confuse people. So you want to keep it consistent and ensure it's consistent everywhere someone might find information about your business." – Melinda Emerson
