Michael Epps Utley 
Maintaining brand relevance is essential for engaging with your target consumers and staying competitive. People won’t pay attention to — or work with — companies that seem behind the times or out of touch.
With changing market trends, new marketing and sales options, social media platforms, and search engine algorithms, adapting to change is essential to staying relevant. This guide explains what you must do to keep your brand current.
Refine Your Brand Identity
Your brand identity is foundational to your business.
To keep it current and relevant, regularly review — and, if necessary, refine — your brand’s vision, mission, core values, messaging, and visual elements. Ensure your key messages align with what consumers value today and that your visual style reflects current design trends.
Optimize for Search Engines
Search engine optimization (SEO) is necessary for a brand to be visible online. It is a best practice to review and update your SEO strategies and business website to ensure they align with the latest search engine algorithms. Algorithms change all the time, and it’s necessary to stay up to date.
Check out our simple SEO audit to determine whether your digital properties are optimized for search.
Use the Right Social Media Platforms
Social media is a necessary part of staying connected with consumers. Even if you post engaging and relevant content on your social media pages, it may not be enough. That’s because social sites and their functionality are constantly changing.
Are your consumers still on the platforms you focus on? For instance, have the people in your buyer base grown tired of reading Facebook posts? Have they moved on to Instagram or TikTok? Maybe they no longer get business news from LinkedIn and prefer watching YouTube videos.
If you’re unsure what social media channels your consumers engage with, ask! It will help prevent wasting time by posting on the wrong platforms.
Encourage Social Interactions
Social media is not just about posting content. That ignores the social aspect. It should also be about getting into conversations — and building relationships — with the people in your audience. It’s also about converting your followers into loyal customers. Encourage user-generated content, conduct surveys, run contests, request comments, and make it a point to respond to comments and reviews, both positive and negative ones. Doing so will get your customers more involved with your brand, eventually transforming them into active advocates.
Stay on Top of Market Trends
Today, even the most staid and static industries are transforming because of the introduction of artificial intelligence, new technology, novel selling methods, and other advancements.
You must stay current on industry trends to keep your brand relevant. Otherwise, your customers will turn to your trendier competitors.
Make it a point to be up-to-date on industry news, consumer preferences, and up-and-coming technology. Adjust your products and services as needed to stay ahead of the curve.
It is essential for businesses today to keep up with today’s trends. Savvy consumers want the latest of everything and won’t tolerate anything that seems dated.
Maintain Customer Engagement
Having a contemporary brand is meaningless if your buyers don’t regularly engage with it.
Send newsletters with helpful information and meaningful offers to keep customers connected with your business. Regularly request buyer feedback. Offer exclusive personalized promotions. Stay active on social media.
Always demonstrate that you—and everyone you work with—are committed to meeting customer needs. A loyal customer base is the foundation of your brand image and a powerful asset. Always invest time, energy, and money into your customers. It will benefit your business and keep you ahead of your competitors.
Keeping Your Brand Up to Date: The Bottom Line
Maintaining a relevant brand is more crucial than ever in today's rapidly evolving business environment. Your brand plays a central role in attracting and retaining a customer base. It’s central to consumers' understanding of your business and what it’s all about. The last thing you want to communicate to prospective buyers is that your company is old-school. Stay fresh with the advice above.
