There’s no doubt that lockdown has been challenging for many small businesses, forcing many to close temporarily and some to adapt to new ways of working.
As a result of this, you may have struggled to generate custom and attract
As we look towards the future, reimagining your brand and re-considering what this looks like moving forwards is a fantastic way to solve this and to grow your client base again.
To help you advance your business and ensure you prosper in the future, we’ve compiled a useful guide to refreshing your marketing collateral following a crisis.
1. Assess your ‘look’
One of the most important elements of your brand is your branding. Your logo and company aesthetic are most likely the first things your prospects see when they first come into contact with your brand.
As you look to refresh your collateral, consider the following:
- Does your branding still reflect you as a company?
- Is it still relevant in the changing marketing?
- Is it modern and up-to-date?
2. Confirm your direction
As a result of the crisis, many of our businesses have adapted. Some have changed their product offering, and others have realigned their messaging to replicate the current needs of consumers.
When refreshing your marketing collateral, ensure you reconsider your goals and identify gaps where you need to build a presence. Make sure these goals are reflected in your company collateral to ensure your company is moving forwards.
3. Identify your target audience
If your brand identity has changed, as a result of Covid-19, it’s likely you’re your collateral may not resonate with your target audience anymore.
Take time to get to know your target audience and figure out how their preferences have changed. A fantastic way to do this is by building buyer personas. Consider who your ideal client is: their demographics, background, and why they need your services.
When writing your new collateral, ensure you keep your buyer persona in the forefront of your mind. Address their problem, tell them how you will solve it, and use the right messaging to effectively engage them.
4. Ensure consistency
When re-establishing your brand, consistency is key. You don’t want to risk sending out various or even confusing messages to your audience.
Make certain that your new messaging is replicated across all of your collateral and communications, whether that’s on your company brochure, your leaflets, business cards, or your website.
5. Consider new ways to communicate
With everybody in the same position, it will be difficult to compete for business as we move forward. Coming up with creative ways to stand out and communicate with your audience is a great way to win new customers.
Why not plan a fun direct mail campaign, or create engaging flyers to hand out where your target audience is present?
Let’s look to the future!
With your brand and messaging refreshed, it’s time to look to the future.
Utilising your new messaging on a range of printed marketing collateral can help you get your business in front of more of your ideal clients.
Here are just some examples of marketing collateral that can help you get the word out about your brand:
- Business Cards
- Leaflets and Flyers
- Compliment Slips
- Promotional Merchandise
Find out more
Do you need help with pivoting your messaging and updating your marketing collateral? We’re here to help. Don’t hesitate to contact a member of our friendly team by emailing firstname.lastname@example.org or calling us on 0116 259 995.
What we produce isn’t limited to the products mentioned above. Get in contact with us to find out more about the products we offer and how they can help you grow your business again.