Events of 2020 have moved many businesses to pause, reflect and reevaluate their corporate branding. Everything—from the logo, tagline and product offerings—even target market(s) may receive scrutiny as companies seek to regain their footing in a world that has been totally transformed. In the midst of the (ongoing) shakeup, having a strong, relatable brand is arguably more important than ever. Studies confirm that to generate the awareness, recognition and trust needed to attract and retain customers, branding must be strong. “More than 80% of US consumers will continue to buy from a brand they trust,” Marketing Charts reports, even if another brand suddenly becomes trendy. 

In a poll by Circle Research, 78% of marketers identified branding as a “crucial factor in future growth.” Whether you choose to tweak, refresh or completely overhaul your branding, find an experienced marketing partner and use these high-level tips as your strategic starting point. 

1. Clarify your reason for being. If your mission, vision or focus have changed, update your story and feature it in your content. Make sure to educate employees about what has changed and why. 

2. Ensure alignment. If you’re courting a new audience, show how your solution meets their needs, expectations and pain points. Same target? Review your messaging anyway. A little extra polish never hurts. 

3. Evaluate your brand voice. Should it change to reflect your new direction?
Be friendlier and more relaxed? More serious or factual? Maybe it’s OK as is.
An objective review will tell.

4. Apply across all platforms. Inconsistency confuses customers and undermines your brand. According to HubSpot, “Valuable, recognizable brands value consistency…they prioritize it and reap the benefits.” Make this your aim, too.