Every year is full of opportunities to adjust, progress, and learn to align with the changing seasons. For some, this transitional time is an opportunity to recognize practices that just haven’t been serving them well. For others who fail to pause and assess, they become frustrated when changes that are needed don’t occur naturally. What we mustn’t forget is that seasons bring forth physical and emotional changes all around us (leaves fall, flowers bloom, and summer heat envelops)—and ignoring these fluctuations only sets us up for failure in the long run.
As such, with yet another season steadily approaching, it’s time you prepare to ride the natural rhythm of this transition time and develop a brand reset that reflects not just your past but your hopes for the future as well. According to UpCity, “51% of businesses have changed their branding since COVID-19.” This is because versatility and the ability to pivot with the times is crucial to succeed in the ever-advancing world of business. To execute a brand reset for your own personal and professional brands with precision, you must first understand the power of a rhythmic reset and the crucial steps you need to achieve this growth and innovation. With these concepts defined, you can begin to transform and adapt alongside your industry in ways you never dreamed possible.
It’s no secret that consistency is key. When it comes to business and your brand resets, the same applies. Creating a rhythmic reset schedule can help you to keep your goals in mind, focus on the future, and consistently track changes you want to make during the season.
While the sheer implementation is rhythmic in and of itself, a successful seasonal reset requires the knowledge of exactly which choreographed move should come next for business success. This means that an effective rhythmic reset shouldn’t just be built on concepts of what you want to change, but how you can change while being mindful of current times. Paying close attention to trends and using data analysis to determine which changes are most beneficial and indicative of your industry’s shifts is the key to a brand reset that is perfectly executed and intelligently designed for success. As McKinsey reports show, data-driven marketing is the new normal, and the brands that recognize that and incorporate it into their reset plans will be rewarded for their forethought and ingenuity.
Once you have the basics of a rhythmic reset underway, you can begin to see its overall power for success and growth. You should strive to match the times, as often companies with hundreds of years under their belts certainly don’t look or act as they did even just 5 years ago. Their ability to be flexible has helped them to retain their customer base and grow their influence. A notable example of a corporate brand reset that led to massive success can be seen in the form of Old Spice’s ‘smells like a man, man’ ad campaigns and marketing transitions.
Recognizing that their brand was associated with older men and not resonating with younger customers, Old Spice sought to reset their brand to reflect the ‘modern man.’ They began a video campaign that was unique and many worried was too far ‘out there’ to work. By the end of the campaign, their brand’s image was entirely redefined and now, you can’t help but whistle their catchy brand jingle, chuckle at the thought of their past commercials, and take notice when you see their creative packaging and scent names on a shelf.
The same concept should apply to your personal and professional brands as well. When you fail to change with the times, it’s easy to become lost in the mix. Instead, take the risk and transform yourself to stay ahead of the competition and stand out in the crowd. A bold move like this can help you to continue to succeed season after season.
Although the power of a rhythmic reset is a form of self-care all on its own, the first step in a successful brand reset is allowing yourself to unplug and simply rest. This will help make your life, goals, sense of purpose, and mental/physical health feel less scattered and hectic. It will also help you to see the bigger picture from the outside as you won’t be so ‘deep in the trenches,’ so to speak.
It’s this same concept that is used by artists when they take a moment to step back from their work throughout the painting process. By taking a pause to see the bigger picture, you can find the areas to work on more easily and not get lost in the ‘smaller strokes’ along the way.
In fact, studies performed in call centers showed that employees who spent 15 minutes at the end of the day reflecting about lessons learned, performed 23% better after 10 days than those who did not reflect. This intentional time of reflection can help you to reset with purpose and find your overarching wants, needs, and goals to align your aspirations with your branding perfectly.
As you practice rest, reflection, and refinement, think about your brand and use analytics and engagement data to redefine and reset everything accordingly. Some crucial elements of your brand to analyze for refinement include community engagement, image, company retention rates, profits, and the customer journey. Once you feel rested, you can start to create your bigger picture using these smaller pieces to complete your own ‘brand masterpiece’ built on data-driven refinement and reflection.
Resets should not simply begin and end with each season. As the months progress, you must also do regular refinements to keep your company relevant and your customers and employees happy. This consistent reflection on yourself and the data your company presents to you will allow you to change in consistent and productive ways that align perfectly with your industry.
To begin your own personal brand reset for this next season, you must follow these crucial steps:
1. Revise Your Brand’s Target Audience
2. Revamp Your Company’s Vision and Purpose
3. Rebuild Your Brand Identity
4. Develop New Brand & Rebrand Assets
5. Plan a Marketing Transition and Push
6. Set Goals & Report Back Regularly
The main thing to remember as you reset using these steps is to do each of them with intention and purpose. Data analyses are one way to align your purpose with your brand reset goals and keep intention at the forefront of everything. Similarly, insights from your team and open discussions can help you to stay focused and find the main parts of your company’s vision and purpose that can be improved upon.
Once you have your plan set in motion, you can begin to reset your brand alongside your team in a way that advances everyone’s success. If you keep people and purpose at the forefront of your brand reset plan, you will uplift your entire team along the way. After all, what’s the value of success if you have no one to share it with?