Spring Cleaning Your Brand

Three Questions to Sprout Brand Growth

Now that spring - the season of renewal - is here, it may be an opportune time to take a fresh look at the current state of your brand. Just as we streamline our closets, cabinets and offices to stay current, the same approach can be effective when it comes to maximizing your brand’s relevancy. Is there an opportunity to dust off its assets and equities to ensure your brand is positioned for long-term growth?

If the answer to that question is yes, consider the KonMari Method. The popular organizing principle developed by Marie Kondo and articulated in her book The Life-Changing Magic of Tidying Up, champions minimalism inspired by surrounding yourself with only what sparks joy.

To help apply the KonMari Method in the context of spring cleaning your brand, consider the following questions to evaluate whether it’s effective at sparking joy in a relevant and meaningful way:

 

CONSIDERATION #1:

Who is your core consumer? 

Re-examine who the primary end user of your offering truly is. Are you missing an opportunity to reach a larger audience, or do you need to be more focused on who you’re in the business of serving? Consider the human need your product or service is fulfilling to ensure you are solving for a consumer tension that resonates and aligns with your target. If you’re unsure, consider conducting research with your target audience to get a pulse on their lifestyle and life stage. Have you considered asking what brings them joy? The answer may help you strengthen your brand’s relationship with its core consumers by appealing to modern mindsets.

 

CONSIDERATION #2:

Is your brand in order? 

In today’s fast-paced society, consumer needs are constantly evolving and brands have to be ready to adapt. The more organized and prepared your brand is for those shifts, the more likely it will be to maintain an enduring emotional connection and consumer advocacy. Have you considered implementing a brand architecture that defines ways your brand can stay organized, stretch or complement your current offering or service? Defining your brand’s organizing principles and using them as a guiding light for how to strategically activate your brand across consumer touch points can make your brand-building efforts that much more powerful.

 

CONSIDERATION #3:

Is it time for your brand to grow? 

What is your brand’s strategy for growth? Thinking in terms of short- and long-term goals can make this task feel more achievable. Ask cross-functional team members for input on pipeline innovation opportunities that make sense with respect to your brand’s core. Be open to ideas that may stretch your brand in new ways, and that ultimately bring joy to consumers in ways you may not have thought of before.

If you already have a growth plan, is it supported by a core brand purpose? Revisiting your purpose and reassessing its longevity will also help you ensure your brand’s growth is purposeful, ownable and strategic.

Embarking on Brand Spring Cleaning can help keep your brand fresh, growing and rooted in its core purpose: to fill a human need that ultimately sprouts joy in humans’ lives. Happy spring!

adam ferguson