The Step-by-Step Guide to Spring Cleaning Your Brand Offers
Calling all of my spring-cleaning enthusiasts! What areas of your home are you tackling this spring?
As I spent the weekend cleaning and organizing my linen closet, I thought about how spring cleaning isn't just for cleaning out pantries and tidying up your workspace — Spring is also a great time to revisit your brand offerings to see if they need revision. After all, your offers are the heart and soul of your business.
Why Should I Spring Clean My Offers?
The products and services you offer to your customers are what set you apart from the competition. But just like a forgotten box of crackers hiding in the back of your pantry, they can get stale over time. Maybe your offerings just aren’t selling like they used to, or maybe they’ve been around for years and don’t match your expertise any longer.
Setting aside time this spring to clean up your brand offers will help you to:
Stay Relevant If there is one thing that is inevitable in business, it’s change. Our job as business owners is to stay up to date with our industry’s needs and adjust our messages and offerings to adapt. We must constantly be asking, “Do my offerings resonate with my audience?”
By taking time to clean up and refresh your brand offers, you can be sure you’re providing your customers with what they truly want.
Boost Sales If your brand offers are feeling a little tired, it's likely that your sales are suffering too. By refreshing these offers, you can give your sales a much-needed boost. Take a hard look at what is selling and what isn’t. Be open to retiring some programs and re-energizing others.
Stand Out When you spring clean your brand offers, you are creating a fresh opportunity to stand out from your competition. By offering something new and unique, you're likely to capture the attention of potential customers.
Meet Brit. Before I started working with my client Brit from That Creative Girl, she had positioned herself as a social media manager and content creator. Her offers were similar to what her competition offered. However, that all changed when she joined the Brand Breakthrough Mastermind.
Brit quickly discovered her niche, and we repositioned her brand as a content repurposing specialist for speakers, podcasters, and experts. She created a new offer called The Content Power Up — Content Strategy for Podcasters and Speakers.
Brit now helps podcasteres and speakers optimize and repurpose their messages and increase their impact and reach. Now Brit is known as an authority in her niche, and her visibility has skyrocketed.
Are you ready to freshen your brand by spring cleaning your offers? Here’s my step-by-step guide:
#1 — Evaluate Your Current Offers.
Take a magnifying glass to your current brand offers and be honest with yourself about what you find. Identify which offers are performing well and which ones could use a little help. Take a hard look at what is selling and what isn’t. Be open to retiring some programs and re-energizing others.
How can I know what my audience currently needs? Try these methods:
Poll your audience on social media
Reach out and conduct customer conversations one on one
Study trends and assess the gaps in the marketplace
Listen to what they are frustrated with and revamp your offers with those needs in mind
#2 — Identify New Opportunities
Based on your evaluation, identify new opportunities for brand offers. Consider what your customers want and what your competition is doing, then brainstorm new or updated ways to offer your services that will meet your customer’s desires and set you apart. Ask yourself:
Could your current offers be bundled to create a more competitive offer?
Could they be restructured and renamed for a new, fresh energy?
Are some of your offers too complicated and hard to understand? Do they need to be simplified?
Do you need to create an entirely new offering based on your updated expertise and your customer’s evolved needs?
#3 — Develop a Plan
Once you've identified ideas for your new brand offers, develop a process for creating and implementing them.
Decide how you will market and price these offerings
Pinpoint how you will measure their success
Try testing with a small group of customers to gain feedback
Be flexible. Implementing new offerings for your business can require some trial and error, so be willing to adjust as needed
Conclusion
Spring cleaning your brand offers might seem complicated, but it's an important step in keeping your business relevant.
I encourage you to use this season as an opportunity to introduce a new way to get results for your clients. Be disruptive and innovative, and create something different that hasn’t been done before! By keeping your brand offers fresh, you’ll boost sales, stand out from the competition, and solve your customers' most frustrating pain points.
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