New Year, Same Mission: Why Your Message Doesn’t Need a Rebrand.

2 minute read

Here’s a pet peeve of mind…I actively work through it every year, but it just keeps coming back. We have the same marketing messages in front of us each year. 

You know what they are…

• January - Be Healthy!

• February - You’re in Love!

• March - Spring is coming. Marry a leprechaun.

• April - Spring is here. Happy Easter!

• May - It’s almost summer!

• June - Time for that BBQ!

• July - Happy Birthday America!

• August - School is Back!

• September - Fall is here!

• October - Happy Halloween!

• November - It’s Christmas…I mean Thanksgiving!

• December - Christmas!

I’ve been known to follow these, and it’s because they work. As a society, we are on the chase to find the next best thing, even if it is the seasonal coffee drinks. And I won’t lie, I’d love for Starbucks to bring back the cherry cold foam in the spring (thought I’d hate it, but then couldn’t get enough).

But, the reality is growth doesn’t always require change. Sometimes you just need clarity around what you already have.

Most organizations have a relevant mission, but your messaging is inconsistent, overcomplicated or disconnected from real people. Mission statements can feel distant, which is why you need to focus on clarity, consistency, and connection.

So, at the beginning of this new year, focus on stability. Stability builds trust. People trust organizations that know who they are.

Keep your message simple, consistent, and human. Say it in a way anyone could repeat, make sure it matches across your emails, socials, and website, and speak like a person, not a corporate robot. People will relate and want to learn more.

Here is one simple step you can take to implement consistency.

Spend 30 minutes reading your main channels as if you’re brand new. Does the voice feel familiar from one place to the next? Small shifts in wording and calls to action can help people feel grounded in who you are, no matter where they start.