As summer approaches (we hope!), will you wear the same clothes from last season, or will you buy some new items and refresh your wardrobe? I’m guessing the answer is likely to be the latter, so why not take the same approach and refresh your business?

Whether your company has suffered financial difficulties or not, it may well be time to approach the future in a different way by revitalising or even reinventing your company.

Apple is the most successful example of a company who are very good at progression. They are regularly launching a new product, more impressive that the last. No matter how small your business is, it must do the same, constantly developing and growing. There is no room for complacency in today’s marketplace.

Consider Madonna - one of the most successful pop acts of our time. She consistently reinvents her image and brand enabling her relevance in today’s market. Not only does she keep her existing audience happy, but attracts a new one.

You must do this too. Why stop at your current level of success and customer base? Your goal should be to increase the number of people that see your marketing message as well as the percentage that ultimately buy your product or service.

Ok, you may not have Apple’s budget, so how should you get started in refreshing your business? The simplest way is to use your existing customer’s feedback on what you do well and how you do it. Talk to them and find out what they think and feel about your business.

Listen to your customers and use their words in your future marketing and this will make your business more relatable to prospective customers. Take on board everything they say and use it to make your company better.

  • Jo Spencer is head of the Lake District branch of GAP PR and Marketing Ltd and works with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com