Ahead of the new year, HELLOTIME Planner creator and branding expert, Sam Smith, gives top tips on how you can boost your brand in those first few months of 2023.
As we near the end of 2022, consumer confidence has dropped to the lowest in recorded history, according to Statista. Shoppers of all generations are looking for affordability. Recently, eBay’s “Pre-loved” campaign launched with Love Island. Sites like Depop and Vinted are also becoming increasingly popular among the younger, eco-conscious generations, with affordability being a real bonus.
Every January is a challenge for retailers after the biggest quarter for sales. This challenge will be even more significant in Jan 2023 as we face a tough few months ahead. We meet the difficult task of keeping our businesses going with rising energy bills and navigating another recession in the quietest quarter of the year. We must look at creative ways to engage with our customers and bring our brand vision and values to life.
Here’s five practical ideas to bring your brand to life in Quarter 1 and to help you stay in the hearts and minds of your customer through your branding and communication.
Add Value
Think about adding value rather than giving margin away. This will be crucial in running your business in more challenging economic times. For example, instead of going straight to discounting, why not get something free when you spend x amount or share your knowledge in some way.
Be Empathetic
Show empathy with your customer as we go into recession and give them money-saving ideas/gifts/bundles. This will be greatly appreciated and will make your brand memorable.
Think Lighter
How about creating a ’lighter’ or smaller version of your product or service. For example, some of my customers may not be able to afford my HELLO TIME Planner so I’ll create a lighter, more cost-effective version. Perhaps a notebook so customers can still be a part of my brand and use my products to organise their time, be it on a smaller budget.
Customer Experience
Create an experience or an event to get people in the store, so you can engage with them, not just on a sales level but a personal one. Think of workshops, talks, and shopping evenings involving your community to stay relevant on the high street.
I recently met founders Katie and Lil, of Mimmo Studios in Cheltenham. In one welcoming space, MIMMO Studios offers a store, an espresso bar, event space and a gallery – a place that does it all and Katie and Lil treat all visitors as their guests. They told me about a clothes swap evening they are doing that encourages sharing and networking and is a great way to reduce our environmental impact. Doing good makes us feel good, right?!
Perfect for Jan, what better way to engage your audience than doing a Christmas present swap party, a glass of wine, networking with the community and getting something useful out of unwanted presents?
Review & Refresh
There is no better time to reflect on your business and brand than January. Use this quieter time to get your ducks in a row. Refresh your website, refine your ’about us’ section or brand story. Brainstorm new markets to explore or marketing opportunities not yet explored. When your customer comes back into the store, you’ll be prepared. Review what goes in your parcels for online orders. How could you communicate your brand better? This is a vital customer touch point. Don’t underestimate the power of a handwritten note, beautiful packaging or thank you message. Why not up your social media strategy to stay on their radar or set up an email newsletter to offer added value each month.
I could go on and on with ideas! There is always more than one way to go about things. You just need time away from the business to work on it and not in it – give your brain a chance to be creative. Those who do will increase the chances of their goods or services being picked over their competitors.
*Sam set up her design studio in 2009, and after years of helping businesses build successful brands, Sam took on the challenge of creating her own when she founded HELLO TIME in 2018, creating the award-winning HELLO TIME Planner. Sam provides visual identity audits for small businesses, helping you evaluate and sanity-check your creative output for consistency and growth. Contact Sam hello@hellotime.co.uk or DM her by clicking here.
