FEATURE
GETTING BACK OUT THERE
How to approach refreshing your brand and connecting with your audience BY ADAM LANSDELL
Business owners have a lot on their plates. Sometimes, maintaining a business’s brand can be a bit too much to swallow when it’s accompanied by getting through the dayto-day of business. Long periods of putting your brand on the back burner can leave your business underfed in a competitive landscape. With businesses of all shapes and sizes currently shuttered to prevent the spread of COVID-19, now is the perfect time to invest in nurturing the foundation of your business — your brand — back to good health. How do you revitalize a brand that’s gone stale? More importantly, when the crisis is past, will your table be set and ready to welcome your customers back with gusto?
THINK LIKE YOUR CUSTOMERS Revitalizing your brand should always begin with your customers. Ask yourself: What makes your business special? Is it your customer service, is it your products, is it your brand persona? Why do your customers keep coming back? By reconnecting with what’s important to your customers, you can develop brand messaging that speaks directly to them. Knowing why they’ve stuck around as loyal customers or, just as importantly, why you’ve failed to keep their attention is a vital step in knowing how to refresh and grow your business. 22
G R E AT E R L A N S I N G B U S I N E S S M O N T H LY
MAY 2020
