Your brand image is not like a self-cleaning oven

Loreto Cheyne

Your oven and your brand image. Now there’s a strange comparison.

If you cook or bake, you’re probably aware that many ovens come with a self-cleaning feature. The funny thing is that many business owners treat their companies the same way: they let their brand image fend for itself. They forget that their brand image isn’t like a self-cleaning oven; it needs your actual attention, care, and maintenance.

“Maintenance” refers to all those tasks (some admin) which have to be performed routinely. They’re not glamorous, they get tedious, and seriously, sometimes it’s just easier to ignore them. Here’s some examples:

  • Updating your Twitter and Facebook banners (they haven’t changed in 2 years!)
  • creating new, or updating your templates in Canva for your social media posts
  • updating your website: taking down products that no longer sell, putting up new staff photos, etc.
  • creating PDF’s of your programs so your clients can dowload them from your website
  • maintaing a library of photographs to use in your posts
  • designing or maintaning your email blasts/campaigns (MailChimp, Constant Contact, etc.)

Items like these are easy to push aside “for when you have more time.” Because, to be honest, as head of the business, you do have more important things to do.

Unfortunately, if you leave these tasks long enough they will become a problem.

Take your website update as an example. If your website is an online store, an update that should take three days tops can morph into a makeover that may take three weeks. Or, if you haven’t updated your website in years, this isn’t a task that will take a day. As a very wise business coach once told me, “if a task takes more than two hours, it’s a PROJECT.” 

If you’re the business owner, it’s understandable that you’d rather not spend your time on routine tasks like that. But as the business owner, you need to make sure they get done. 


There’s really just two questions to ask yourself in assigning management of your brand image:

1) do you RESENT having to do these marketing/design tasks? 
2) do you even have the TIME to do them?

If the answer is no, and you hate doing maintenance items like that, there’s professionals who can help you. You can hire a virtual assistant, a social media manager, and even your graphic designer can complete some of the projects. 

It will remove the stress from you, and you’ll know your brand image is being looked after. It’s a total win.

But ask for help. Because if you neglect your brand image long enough, it’ll become a large mess to clean up. And there won’t be a self-cleaning button to push.



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