There comes a time when advertising has run its course and a new ad campaign has to be created. At this time, it’s a good idea to look at the brand as a whole and see what just isn’t working anymore. Sometimes, the brand itself is in need of a little re-energizing and this can be done a number of ways. Expanding the company’s social media exposure, venturing into other markets via brand extension, and a complete reinvention are just some ways that you can help your client reignite the brand spark.

Use Social Media

Just about everything these days has some form of internet presence and if your client doesn’t, then they are miles behind their competition. In the new business world, it is important to get clients not just on the web, but on social media sites as well. Connectivity with customers is becoming more and more important, so a presence on Facebook, Twitter and even Instagram can open a client’s business to customers it may not have reached without the internet and its social-networking sites. Your clients can use these sites to give their fans exclusive offers like coupons that reward the customer’s participation with the company.

Venture into New Territory

Growing stale in a market may speak to the fact that your client is only visible within that market. Brand extension is an important part of the company’s image and can be a powerful asset to increase exposure to a wider variety of potential customers. This is where sponsorship comes into play. A lot of companies team up with others to get their brand out there at special events. Look into getting your client to sponsor concerts, sporting events, or even a film festival. Name association with the arts and with a sport could reach an even wider population of potential customers. It also shows that the company is not merely single-minded and has plenty to offer.

Reinvention

Sometimes, the way things are going is simply not cutting it anymore. When this happens, the most effective, albeit drastic, way to remedy this would be a complete reinvention. In this case, logos, slogans, and anything else that the brand associates itself with needs to be re-evaluated and it needs to be determined what is considered classic and what is starting to show its age. Work-shopping some of these identifying markers, either in-house or via a focus group, can help this. This approach must be taken delicately, however, as clients can take offense to a suggestion of a change to the brand itself. There is a brand identity and that has to be taken into account. A radical change is most likely not in order, so keep the changes simple and not so drastic.

Eric Regan is a member of a writing team who have written for many different news sites and blogs all over the internet. Follow him @Eric_Regan.