If nothing else, 2020 has shown us—among other things—that the ability to adapt can make or break a business. Even without the threat that a pandemic brings, it’s important to be able to step back and ask, “is what I’m doing working?” Even if the answer is yes, you might be surprised at how much room for improvement there can be.

Here are some questions to ask yourself:

• How do I set myself apart from my competition? How can I communicate this most effectively to my audience?
• If I were a customer, how would I feel about my brand? What emotions would my imagery and aesthetics evoke?
• When was the last time that I’ve updated my brand? Does my logo, website, etc. hold up with that of my competition?
• Is what I’m doing still relevant in today’s commercial landscape? If not, what can I do to appeal to a modern audience?
• Is there a new group of people that my brand can appeal to? If so, how?

As cliché as it sounds, sometimes taking a step back to reevaluate can mean the difference between success and obscurity. Self-reflection allows you to look at your brand’s strengths and weaknesses, and can help you synthesize a new identity that could end up changing the game completely.

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