As the calendar year winds down, many brands find themselves facing a common dilemma: leftover marketing dollars that must be spent. For established brands or those scaling, this can be an opportunity to refresh or even redefine their branding. With less than 90 days to utilize these funds, here are some strategic approaches to make the most of your budget and invigorate your brand.

1. Conduct a Mini Brand Audit

Evaluate your current brand positioning, messaging, and visual identity. Consider conducting online surveys to gather feedback from customers and employees. Understanding where your brand stands will inform the most effective areas for investment and change. Unsure of how to do a brand audit? Novella can help! 

Our experts audit your brand to gain insight into the experience consumers have when first interacting with your brand and product/service. We unveil potential marketing gaps and give you recommendations on what to change or add.  We’ll review your messaging and aesthetic, plus answer questions like: Is your brand cohesive across platforms? Does your look/feel tie it all together and correctly communicate the brand? Do you have content that converts and is pulling in the right audience? Book a meeting here to learn more about our brand audit.

2. Revamp Visual Identity

A fresh visual identity can breathe new life into your brand. If your logo, color palette, or typography feels outdated, consider allocating funds to redesign these elements.

Further, if your current visual brand feels a little discombobulated, then now is the time to tighten up the look and make it uniform to start 2025 off on the right foot. A refreshed visual identity can enhance recognition and attract new customers.

3. Enhance Your Website and Digital Presence

Your website is often the first point of contact for potential customers. Think of it as your 24/7 online billboard. Use your marketing dollars to upgrade your website’s design and functionality. Focus on improving user experience, optimizing for mobile devices, and ensuring fast load times. Consider adding new content or features, such as photography, a blog, or a FAQ page, that can position your brand as a thought leader in your industry.

4. Create Compelling Content

Brand messaging and content marketing can play a pivotal role in telling your story. Are you confident in the narrative your brand, marketing, or website is speaking today? Invest in brand messaging that talks to your target audience, explains your niche or value proposition, and highlights your products or services. Ensure that your content is aligned with your updated brand messaging, and use it to engage both existing and potential customers in 2025.

5. Launch a Social Media Refresh

Social media is a powerful tool for brand engagement. If your social media presence feels stale, consider revitalizing your strategy. Use your remaining budget to create a 2025 editorial calendar, visually appealing graphics, and a branded photo library. A fresh approach to social media can increase brand awareness and connect you with a broader audience.

6. Zhuzh Up Collateral and Pitch Decks

Don’t go to another conference with business cards you’re embarrassed to hand out. Use your leftover marketing dollars to update or develop collateral for 2025. Make a list of needed sales and presentation materials. Review current pieces and update those that are not on-brand.

You may have multiple employees selling or creating bids. Keep these on brand and consistent with templates that are not only designed to utilize your visual brand but also include your brand messaging. Your team needs to be communicating the same brand story to every potential customer.

7. Build a Branded Photo Library

With extra funds, take the opportunity to create your own photo library that includes not only headshots and team photos but also product shots, your portfolio and pictures of your environment –  the office, retail shop, factory floor, or restaurant. Once you create your company’s image library, you can use the photos on your website, in social media, ad campaigns, digital marketing, pitch decks, brochures, and more without worrying about usage rights. 

Conclusion

As the year draws to a close, established and scaling brands have a unique opportunity to utilize leftover marketing dollars to refresh their image. By strategically investing in brand audits, visual identity updates, website enhancements, and customer engagement initiatives, you can not only make the most of your budget but also position your brand for success in the coming year. 

Need help strategizing the best way to use end-of-year funds? Grab a spot on our calendar to schedule a free 30-minute consultation.