Brands are organic — they grow and change over time. Without a regular review, they can become stale. To give your brand a good dusting off this season, consider the following:
1. Re-evaluate your audience. This past week I was doing a brand renewal session with one of my clients, an executive coach who works with solopreneurs and small group practices in the health care field. We looked at her current ideal client profile and realized that she needed to adjust her target audience to include the larger health care system as well. Taking a fresh look at your audience at least once a year gives you the opportunity to trim the fat, get rid of the deadwood and plan to go after markets that can become a source of new business.