Re-Energizing a Tired Brand

Freelance marketing professionals are sometimes brought in to a company to help revive a brand that has lost its allure. This is one situation where a freelancer can be of great value, bringing a fresh set of eyes to assist those who are steeped in the product day in and day out. Here are some ideas for giving a brand a makeover:

• Examine the product itself. Is it relevant to today's market? Is the customer base aging or drifting away? Sometimes a new product is needed, not a new brand.
• Don't try to please everyone. Get a clear picture of who your target customer is and then market to that customer.
• Don't change things that work. If customers love and respond well to your product's name, keep it and emphasize it.