Spring Cleaning at Your Business

Spring is a good time to review all of your marketing materials and make sure they are current. Are they figuratively "gathering dust," outdated and not presenting your organization in the best possible way?

First and foremost, does your company name still accurately reflect what you do? When you first opened your doors, maybe the name "ABC Computer Repair" was accurate. Now, however, if you've expanded into network installation and computer sales, it could be time for a name change. Many company names contain the names of partners. If they're no longer with the company, it's definitely time to consider a new name. Renaming a business is a great way to make a big splash with new marketing and promotional materials. It's also a terrific way to reconnect with former customers and get the attention of potential customers. Don't forget public relations. Newspapers, trade and regional publications often run stories about new business names.

Take a good look at your logo. Does it accurately represent what you do? Was it designed years ago...and looks like it? Not every logo needs changing, but often, subtle changes in the look and/or colors can make a big difference in how you're viewed. Pastel colors of the 80's and 90's have given away to bold and dynamic colors. Remember, too, that a logo doesn't have to include a "graphical" element. Logos can be text-only, but the style of text you use is important. IBM, for example, uses a bold text that gives the impression of strength and stability. Other text styles can be used to indicate whimsy or sophistication. The style you select should reflect your company and its products and services.

Next, review your printed collateral pieces. Professional home organizers will tell you that if something in your closet hasn't been worn for a year, it should go. The same thing applies to your marketing materials. If your materials are literally gathering dust, pitch them! Even if you still use them, take a look at them, especially if they were created more than a year ago. Do they still accurately reflect your company? Or, do they describe products you no longer offer - or worse yet, don't include new products? Have you moved and you're using a sticker to show the new information? When reprinting your materials, remember that advances in technology have made it possible to print smaller quantities in a cost-effective, but high-quality, manner.

The same advice pertains to your Web site. When was the last time you updated its "look and feel?" Web designers suggest an overhaul once a year or so to keep things fresh and interesting. Even if you don't change the overall look of the site, at least make sure that all of the information is current and accurate.

The goal of all of this "housecleaning" is to give your customers - former, current and potential - the impression that your company is not stuck in the past, but rather, forward thinking and innovative. Just remember that all your materials need to have a consistent appearance. Time for the cobwebs to go!