Do You Need to Zhuzh Your Brand?

Zhuzh—I love that word! It means liven it up or make it more attractive. 

How long has it been since you updated your branding? Sometimes your branding needs a little freshening that doesn’t have to be drastically different from the existing look, feel, and attitude.

I know that costs can add-up quickly when we start talking about designing a new or slightly altered logo, possibly printing new collateral materials, creating new signage (exterior lighted signs are not cheap), and so on. Not to mention the time updating a new logo on your website, social media, payment receipts on all payment platforms, and in any ongoing advertisements, etc., etc.

Low-cost ways to zhuzh your brand

This may sound counter-intuitive, but you can update your brand in other ways than the logo. Branding is more than just your colors and logo; it permeates through everything you do. Instead of updating your logo, you can zhuzh your brand with new compatible features.

1. Flying Colors

Have your employees all wear the same color—a new color that the customers notice. Develop a rationale around it with speaking points the employees can talk about.

• An easy color to adopt is pink for Breast Cancer Awareness in October. Even high school sports takes-on spreading this message. 
• It could be bright yellow to celebrate a sunny disposition or brightness for back-to-school. 
• Employees could wear green to show dedication to sustainability.
• Or choose another color that is specific to what you do and what you care about. 
• Think of other ways you can add a splash of color to draw more attention. 

2. Add a Tag

Add a tagline that is timely and gives you an extra energy boost. Coming out of our COVID-19 hibernation makes it especially welcoming. A new attitude for a new time. 

• Create a graphic banner that you can use with your logo or on temporary signage in your location. 
• Issue a press release explaining this new tagline and what it represents to your company, add a discount or sales promotion with it. 
• Send out an email or printed correspondence to your customers explaining the tagline. 

3. Support a Cause

You can zhuzh your brand by creating a nonprofit and for-profit partnership. Express your core values by partnering for a cause. Maybe this ties in with #1 or stands alone for a cause. 

• Donate a designated dollar amount or percentage for every purchase to a favorite charity.   
• Purchase joint ads that further the cause, presented by the for-profit. 
• Create a special commemorative product that features the nonprofit and donate the profits of that product to the charity. 

This should get you started brainstorming ways to zhuzh your brand. Have fun! Call me if you need me. 

Leslie A.M. Smith founded McCormick L.A. in 1994 offering public relations and marketing consulting to nonprofits and small businesses. She recently published Laws of Promotion. The 50-page promotional guide for small businesses and local nonprofits is available now on Amazon. Call her for help with your promotion. If you found this post helpful, please leave a note here.