15 Summer Branding Tips Your Business Needs To Check
Branding is one element of marketing that many businesses leave on autopilot.
But the reality is that you need to spiff up your brand on a regular basis, just like you’d add a few items to your wardrobe for the change in seasons. Make sure your brand shows that your business is on top of the latest trends.
15 Summer branding tips your business needs
1. Lose that extra winter weight.
Get your brand in shape for the warmer weather. Examine your brand’s presentation across channels to see where you can eliminate excess text and graphics.
- Take a “less is more” approach across your online and offline properties including social media.
- Simplify your online content. Make it easy for your target audience to find what they want and move on.
- Put all of your old or, worse, expired messages into storage. Nothing says nobody’s home more than a Christmas message that’s still hanging around in May.
- Align your brand attributes with the summer theme. You don’t want to give the impression that your brand should be on the off-price rack because it’s out-of-date.
- Eliminate clutter by reducing the number of messages. This is a page out of traditional direct marketing 101. Don’t give your audience too many choices or they’re on to the next thing since choosing is too much for them to do at the moment.
2. Emphasize your summer palette.
Color is an important attribute of branding. Therefore be strategic in how you use and modify your brand’s colors.
- Select summer shades in your brand’s core colors (where possible). This option doesn’t work for every brand. It may require some creativity to give your brand a boost of summer vitality.
- Substitute light for color changes. Have you ever noticed how sunlight is even brighter in the summertime? Instead of specific color modifications to your brand, change the lighting in your images.
3. Let your text be inspired by summer themes.
Take advantage of summer events and inspiration in your written content and communications.
- Incorporate summer topics into your content. Depending on your brand, leverage the power of existing events to support your content creation. Don’t forget to put summer in the title!! Need help? Here are 50 summer headlines to inspire your content.
- Highlight summer related stories. Spotlight those aspects of your brand that are naturally associated with summer activities. This is a good time to get your customers into the act
4. Take your brand visuals out of the office (or store)
Your brand especially when it appears in social media and content marketing needs to be in tune with the season. The easiest way to do this is to show photographs of your employees. Even better is that the way that they’re dressed can signal the change in seasons.
- Get your brand outside. Summer is a time for getting out. Think about how your brand can socialize this summer. Show your brand on the beach or in the mountains. Put it wherever makes sense for your brand and company. This includes your products, employees and customers.
- Refresh your social media images with a new summer look. Show your social media audience that you’re up-to-date and around by adding new, seasonally correct photographs including your current offering.
- Incorporate non-verbal summer time cues into your brand photographs. Andy Crestodina made this point at Content Marketing World. His thumbnail image shows him facing the text. (BTW–He’s on the CMW program again this year. Find out why I think CMW is worth attending!!)
5. Don’t let your brand go on vacation.
Even if your employees take vacation time, don’t let your brand loose its visibility in the heat of the summer.
- Stay active on social media despite the heat. Instead of the same old, same old, incorporate a summer feel to your posts where appropriate and it relates to your brand and products. Highlight summer uses for your brand.
- Create a steady stream of content that’s relevant for the summer season. Once you’ve built an audience, it’s important to keep serving them fresh content on a regular schedule.
- Respond to prospects and customers inquiries via social media, your website, email and phone. In today’s connected world, prospects want information when they want it, not when your employees are available. If your customer service team isn’t available 24/7, make sure you note this on each channel and try to set expectations for response time.
Spiff up your brand for the summer so that your products and company appear relevant and up-to-date to your visitors and customers. Get rid of your brand related clutter with a less is more approach.
What other brand factors do you check seasonally and why?
Join me at Social Media Marketing World this coming Spring in sunny San Diego, California, where I'll be presenting a session on Blogging.
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- Here’s another 50 Summer Blog Titles (they can also be used for other content!)
- 5 Small Business Brand Guidelines
Photo Credit: https://www.flickr.com/photos/evilerin/4776231117