Get All Access for $5/mo

Refreshing Your Brand Doesn't Mean Starting Over There are ways to make impactful changes that resonate with your customers without starting from scratch.

By Michelle Van Slyke

Opinions expressed by Entrepreneur contributors are their own.

Mint Images | Getty Images

From gourmet cupcakes and cronuts to on-demand delivery and instant order fulfillment, customers are always onto the next new and exciting thing. In order to compete, it may seem like you need to constantly reinvent yourself, but that's just not true. There are ways to make impactful changes that resonate with your customers without starting from scratch.

Related: 5 Simple Adjustments That Bring In High-End Clients Consistently

Refresh your space.

The appearance of your business can make a huge impact on customers. The good news is, simple, low-cost changes to your space can make all the difference.

To start, clean the clutter and maximize your space. If you have a retail space, look at the flow of your store to see how customers interact. For established businesses, it's possible you've been operating in the same space, in the same way for decades. But, with the spread of technology and changes in customer expectations, it's critical to change with the times or be left in the dust. Rearranging your space or simplifying your brick-and-mortar store can change the perception of a customer in a positive way and even be the change that brings in new customers.

At The UPS Store, we are testing a new concept store with more technology and a customer-focused experience to create a one-stop shop for small-business owners. The store itself has been years in the making, including research and feedback from franchise owners, customers and even non-customers.

Related: How to Make Your Rebrand Boring (In a Good Way)

Consider your retail appearance. Could it do with a sprucing up? I've found that something as simple as adding color to your current palette can help you stand out. Customers notice small changes, and updating your space can provide a nice boost to morale and energy in your business.

It's also important to not neglect your online presence. A simple refresh to a website, such as new color, font or imagery can bring new life to the same webpage people are used to seeing. Remember, everything the customer touches and feels leaves an impact.

Revitalize your people.

Employees are often the first touchpoint for customers and they send a message about your business. Are you giving them the tools for continued success?

Providing ongoing training and professional development opportunities can make a huge impact. It not only helps keep them motivated and energetic about your business, it can also teach them new skills that benefit you both.

Don't forget first impressions are critical and the way they look can be impactful. A refresh in uniform can boost employee morale and help them look more professional, which can positively impact your customer's impression of your business.

Related: 5 Branding Tips If You're an Entrepreneur on a Budget

Revive the discussion.

How you talk about your business is just as important as how it looks. But, even more critical is how your customers are talking about your business. Are your marketing materials stale? Do they provide the information customers need? Making changes can revive customer interest, but don't be afraid of big, bold changes either.

We recently launched a new ad campaign called "Beyond Shipping" to show customers all of the services our company provides -- in addition to packing and shipping -- that they might not have known about previously. For us, it's a big idea that we hope will open our customers up to new experiences within our stores.

Implementing even small changes can make a big impact on your business without having to start over.

Michelle Van Slyke

Entrepreneur Leadership Network® Contributor

Senior Vice President of Marketing and Sales, The UPS Store

Michelle Van Slyke is the senior vice president of marketing and sales for The UPS Store, Inc., which provides print and small business solutions to entrepreneurs and small-business owners at 5,000 franchise locations across the U.S.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Side Hustle He Started in His College Apartment Turned Into a $70,000-a-Month Income Stream — Then Earned Nearly $2 Million Last Year

Kyle Morrand and his college roommates loved playing retro video games — and the pastime would help launch his career.

Marketing

5 SEO Hacks to Help You Rank Fast

Discover the best SEO hacks you can use to rank fast and avoid waiting for months to see results.

Starting a Business

Inside the Exclusive Private Club Devoted to Food, Wine and the Arts

Barrett Wissman breaks down the passions and partnerships behind his latest venture Domus Artium Reserve.

Business News

Elon Musk Threatens to Ban Employees from Using Apple Products, Says Will Lock Devices in 'Cages'

The Tesla founder sounded off on X following Apple's 2024 Worldwide Developer Conference on Monday.

Collaboration

Watch Out for These 5 Consequences of Too Much Collaboration

Beware of the collaboration trap! Too much collaboration causes overload, and well-intentioned efforts to have broad collaboration can backfire.

Science & Technology

Why We Shouldn't Fear AI in Education (and How to Use It Effectively)

Facing resistance to new technologies in the educational process is nothing new, and AI is no exception. Yet, this powerful tool is set to overcome these challenges and revolutionize education, preparing students and professionals for a future of unparalleled efficiency and personalized learning.