It’s springtime again—flowers are in bloom, birds are singing, and love is in the air. Spring is a time for renewal and rejuvenation, so why not use the change in season as an opportunity to take a fresh look at your brand? Spring cleaning your brand helps keep your marketing strategies up to date, as well as assessing your company’s growth and evolution over the past year. So get on your best overalls and rubber gloves, and check out these tips and techniques for your own brand spring cleaning.

→ Updating your website can be a simple and effective way to get your company into gear for spring. Start by changing the images on your website, like employee profiles and background photos. You can try having professional pictures taken, or simply take photos in a totally different style that compliments your brand. You can even get photos from your clients and customers using your products from social media sites.

Another way to energize your site’s content is to freshen up your SEO. Adding new text, checking for incorrect links, and listing your URL with web directories are great ways to move up your company in search results.

Introducing animations, video backgrounds or parallax scrolling are also relatively easy ways to inject your site with a new, refreshing feel to it. Your customers might not be conscious of the changes you make, but making small changes will give your site a vibrancy and immediacy that will yield results.

→ Although you’ve probably already targeted your ideal audience, it might be time to reconsider to whom you are really speaking. Could your target audience have changed? Are there different groups that might begin to consider using your product? Answering these questions will provide you with insight into your business. Along with that, creating a persona of an ideal client, complete with interests and personality characteristics, is an excellent way to fine-tune your search for clients.

→ You started a company with a singular purpose and direction, but in the intervening time of running a business, changes in the marketplace, or experiences you’ve had during your inception that would lead to a revision of your mission, culture, or business goals. Think about adjusting your mission statement, or reassessing whether your campaigns are directed at supporting that vision. Would new clients or customers fully receive your mission when casually browsing your site and products? If not, there’s work to do.

→ Auditing the social media channels you are using, as well as the content that you are posting is a very important aspect of brand updating. Remove posts that don’t truly reflect your vision, and put in an earnest effort to find influencers that would promote your brand. The difference between a social media page that has been carefully curated and one that has been haphazardly thrown together is staggering, and you had better believe your customers know the difference. Also, if you have a schedule set in place, make sure it makes sense.

→ A brand spring cleaning will help you look at your company with a fresh set of eyes, and is an inexpensive and absolutely vital way to keep your brand up to date with current marketplace trends. Once you’ve done everything you can to revitalize your brand, you can rest easy knowing you are staying relevant to your audience and industry. Now, go outside and smell those flowers.