Spring Cleaning

Happy Friday,

Back from my little hiatus, how was your week?

As the warmer weather finally settles in, Montreal is coming to life again; I'm coming to life again; there's a certain energy in the air, isn't there? I don't know about you, but having the windows open just hit different, doesn't it? Giving me an urge to start throwing "stuff" out, leaving me feeling lighter and more focused afterwards (also called adulting).

But what if we applied that same revitalizing energy to brands?

This week, I've been thinking about the power of a good "brand spring clean." 

Just like our homes or workspaces, our brands can accumulate a bit of dust over time. Messaging can get muddled, strategies might feel a little stale, and our online presence might not sparkle quite like it used to.

So, brand builders, where does one start a brand refresh?

• Dusting Off Your Brand Values & Purpose: Are they still crystal clear and truly guiding your decisions? Sometimes, the core of why you started can get a little buried and, unfortunately, take a back seat to a fun execution, losing its guiding influence.

• Airing Out Your Marketing Strategy: What's been working well over yesterday might not resonate today and feel like it's just taking up space? Perfect timing to look at your analytics and experiment with a fresher approach or a new channel. 

• Polishing Your Online Presence: Does your website and social media profiles leave a good first impression? Do they accurately reflect your brand today? Maybe it's time for a little refresh-even small tweaks can make a difference!

• Decluttering Your Messaging: Are you trying to say too many things at once? Clear, concise, and compelling communication is key. Cut through the noise and ensure your core message is easy to understand and resonates deeply. Why not try the "5 Whys" to get to the heart of what you're really trying to communicate? 

• Planting Seeds for Future Growth: Spring cleaning isn't just about getting rid of the old; it's also about making space for the new. What are your aspirations for your brand in the coming months?  Use this refreshed clarity to set some exciting new goals.

Think of brands that always seem to feel fresh and relevant. 

Often, it's because they are consistently, even if subtly, reassessing and realigning. Patagonia is a great example of a brand that consistently lives its values and keeps its community engaged through authentic connections.  

Or brands that are going all the way, like Barbie's incredible renaissance, which completely spring-cleaned its image by revisiting its purpose for a modern audience, leading to a massive cultural resurgence.

Or consider brands that haven't felt themselves for far too long and are striving to resonate again, recapture that original feeling, and start to feel like Gap again.

Or Coors Light's clever 'Case of the Mondays' demonstrating that even beer can find a fresher way to engage, moving on from their dusty older approaches. 

In their own ways, these brands took stock, cleared out what wasn't working, and focused on renewing their connection with their audience.

The happiest brands (read successful) understand that fostering genuine connection and belonging matters more than just transactions.  They aren't afraid to look inward, tidy up, and ensure they are putting their best foot forward.

So go ahead, put your headphones on and start brand cleaning!

See you next week,