What Marketing Teams Can Be Doing Now: Part 1

We’re a few weeks into this work from home/take turns at the office lifestyle. It’s difficult and a little scary. Need a silver lining? We just might have a few suggestions to find the opportunity amid the chaos.

When you reflect on your former “normal” there’s a good chance your head is filled with back-to-back meetings, putting out fires, brainstorming campaigns, going above and beyond the call to appease your peers, customers and stakeholders. When you’re that busy, it can be nearly impossible to keep the organization’s brand—and vision—in check.

This could be the perfect time to put quality time into your brand. This is the first in a series of posts focused on helping marketing teams take a deep dive into their work and the overall effectiveness of their brand. We’ll guide you through some basic exercises to help you analyze everything from current expressions in digital to reviewing brand guidelines to internal processes so that when your business is ready to move forward full steam ahead, you’re equipped with ideas and projects to energize your team—and elevate your brand.

For a nice warm up, let’s start with digital.

When is the last time you didn’t just look at your social pages, you actually studied them? Let’s get a little old school and grab a pad of paper. Make a list of all of the social platforms your brand utilizes, and start asking yourself the following questions:

1.     Is your logo used correctly on each platform?

It can be easy to break your logo usage rules on social media. Go back and correct any areas that should be fixed.

2.     Do the pages tell the same visual brand story? (And is it the right one?)

Just by looking at the page, are you feeling what your brand is intended to create? For each platform, write down any differences or inconsistencies you see and feel based on visuals only.

3.     Have your cover images/first impression areas been updated lately?

If the answer is “no” consider a refresh. If some have but not others, look for ways to build consistency in look and messaging. The images don’t need to be identical but do they feel like they belong to the same company?

4.     Have you reviewed your company’s “About” content lately?

Again, if the answer is “no” or you can’t remember, it’s time for a thorough review and update. Not to be overly repetitive but this is another opportunity to cross-check your pages to make sure the information is consistent.

5.     Are your hours and contact information current?

Dumb question? You’d be surprised how easy it can be to let this one slide. Take another look and make sure this content is 100% accurate across the board.

6.     How’s your brand voice sounding?

Spend some time reading past posts, especially those that are true brand messages. From social platform to social platform, does it sound like it’s coming from the same person? Jot down any thoughts you have about inconsistencies and strengths.

7.     Why not take a look at your competition’s feeds?

This is also a good excuse to spend some quality time studying your competition. Doing so lets you know what they’re putting out in the world and it can help you see opportunities for your company.

8.     Willing to hunt for some inspiration?

Sometimes the best inspiration for your brand comes from those you admire, either professionally or personally. Think about the brands that make you feel good or that you feel do an excellent job with their brand. Write them down and take a little time out of your day to take a closer look at their pages and feeds.

9.     Should you engage your team?

Think about your team members and consider inviting one or all of them to answer these questions. Compare notes and work together to create a brand improvement plan for your social media presence.

10.  Do you have a focused social media strategy?

It’s not uncommon for businesses to put social media in the category of “if I think of something” or “when X happens, we’ll create a post”. If you haven’t really put together a thoughtful strategy that keeps your brand alive and well on social, this could be the ideal time to get started.

Taking a focused, intentional review of your brand now has the potential to greatly benefit your department and your entire brand in the long run. So, get a snack, settle in and spend some time with your brand online.

We’ll be here if you have any questions or want additional guidance.