Times change. Your business changes. Even your target market(s) may change. Perhaps it’s time to review how you currently brand yourself and your business and see if some changes are in order. A refreshed brand (if necessary) provides you with an opportunity to re-contact prospects and to solidify and potentially grow relationships with clients; confirming that your current brand is still relevant, on the other hand, can instill you with confidence that your market positioning remains appropriate.
The easiest way to determine if your brand is still relevant is to undergo a two-pronged analysis:
1)! Inward Looking Analysis: To begin, you have to confirm to yourself that your current brand reflects who you are and what your business is in a way that highlights your competitive advantages and targets the appropriate target market(s). Over time, your skill set may have changed, for example, or perhaps your hobbies have changed, exposing you to a potential new set of clients. If a refresh of your brand is in order, then there is no time like the present to get to it!
2)! Outward Looking Analysis: Once you have either decided to refresh your brand, or you confirmed to yourself that your current brand remains relevant, then it is time to see if your messaging – the way you present your brand to the outside world – is also still appropriate. Once you make any necessary changes here, you’re ready to go.
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