February 29th, 2012 // by Amanda Blackburn

5 Tips to Spring Clean Your Brand.

Have you heard? Miles Design is on the move. In just a few (very short) weeks, we’ll be packing up our things and heading to a new, fresh space. We’re excited for this transition, although the thought of packing up our office is daunting.

We realize that this is the perfect opportunity (and the perfect time of year, ironically) for some serious spring cleaning around here. Who knows what we’ll find when we start digging around in the depths of our cabinets and closets, but chances are, much of it can likely be left behind.

Spring cleaning doesn’t only apply to our tangible possessions. It can also apply to your brand assets. When was the last time you took the time to “spring clean” your brand? Much like objects that accumulate over years of staying in the same place, your brand can accumulate baggage as it grows and transitions to accommodate new needs, audiences, and goals.

Could your brand use some purging? Here are five tips for simplifying, organizing, and streamlining your brand communications.

1. Cut the clutter.
Assess your brand materials. Are they all current, or are you still hanging onto old, outdated materials for fear that you might need them again some day? Chances are, these materials don’t reflect your current brand and goals, and you need to let go.

2. Keep things fresh and relevant.
When was the last time you updated your website? Are you on the 15th reprint of that dated marketing brochure from 10 years ago, or worse yet, do you still have boxes of brochures you’ll never use? If you discover irrelevant materials that are still in use, assess whether the piece has a place in your current marketing plan, and if so, make plans to revamp it.

3. Streamline your communication.
We’re often tempted, for the sake of time and resources, to create “quick-fix” solutions rather than tackling the bigger-picture problem. These materials may work well short-term, but they could be cluttering your overall brand. If you find yourself knee deep in these one-off solutions, take take time to address your bigger picture goals and needs and determine whether one cohesive solution could work better.

4. Simplify your message.
Who are you speaking to, and what are you saying? Are you communicating with them with one cohesive voice so your message is loud and clear? If you’re still sending direct mail campaigns to an outdated audience just because that’s what you’ve always done, it’s time to reassess.

5. Repeat. Often.
It feels good to check these tasks off of your to-do list, but maintaining your brand should be an ongoing responsibility, not a one time event. You can save valuable time and money if you regularly assess and re-evaluate your materials and communications. And, that’s a good thing.

The benefits of a good spring cleaning and purging are well worth the effort. You’ll feel lighter, leaner, and more efficient as you charge ahead in life and business. And, while we often reserve it for once a year (or for a big move in our case), a regular maintenance strategy will make maintaining your brand much easier and less daunting throughout the year. If you need help with creating and maintaining a strong brand, it just so happens we specialize in it.

What do you consider the most daunting task of spring cleaning? We’d love to hear from you.

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Amanda Blackburn

Latest posts by Amanda Blackburn (see all)

• App Press: Designing UX for Designers - 06.28.2012
• 5 Tips to Spring Clean Your Brand. - 02.29.2012
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Tags: audience, brand, clutter, communications, goals, marketing plan, Miles Design, organize, problem solving, professional services, simplify, solutions, spring cleaning, strategy, streamline, website redesign