Help spread the word that as a business owner, sometimes you need to take notice of how things look. Give your website the once-over and compare it with the up and coming competitors from time to time. Check out your business card, your direct mail pieces, and maybe even your tagline. Over time, the look, the feel, the perception of your marketing pieces by the people who matter (your target market) can fall victim to "old age" and this isn't a good thing.
It is very important to stay consistent with your brand, but you also want to stay connected with what your target market wants and likes. And if you're not giving it to them, someone else will.
Look at your marketing pieces with a discerning eye and ask other people what they think. (Tip: Don't start with people who originally designed the pieces. They are too close to their work.) Hold a survey. Develop some focus group sessions. Do what you need to do in order to get true stock on current marketing pieces and whether they need a refresher or complete overhaul.
Your business will looke fresher, be relevant, be seen, and beat out your competition for sure!
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