3 New Year’s Resolutions for Your Brand

Jan 25, 2019

By: Greg Livingston, COO & Chief Development Officer at Curiosity Advertising

Time to Read: 5 min.

It’s that time of the year. Yes, in hopes of a new year filled with personal improvement and successes, New Year’s resolutions are made.

Reviewing a Curiosity100 study* we did a few years ago about New Year’s resolutions (38% of those polled said they make New Year’s resolutions) led us to question why brands don’t set New Year’s resolutions.

“A New Year’s resolution is a tradition in which a person [insert your brand/company name] resolves to change an undesired trait or behavior or otherwise improve their life.”

Sure, every company and brand makes annual plans, defines objectives, sets goals and lays out a framework to achieve those goals. But resolutions are different. New Year’s resolutions are about behavioral change.

When thinking about a New Year’s resolution for your brand, action words start coming to the forefront—words and phrases such as: improving, determining, substituting, expressing, changing, focusing, enjoying, striving, asserting, striving, volunteering, getting along, spending time, praying, establishing, thinking, being, and many others.

So we propose that in addition to your objectives and goals, you should consider some New Year’s resolutions for your brand or company. Following are a few examples as thought starters:

1. Improving the health and fitness of your brand

  • What is the reality of what my customers/consumers think about my brand vs. internal perception, and subsequently where do we need to improve?
  • Am I fully engaged in meeting my customers/consumers along their consumer journey path?
  • Is my branding old or stale?
  • Who is the “baby whale” competitor that might one day grow to a “full-size whale” (ex: Dollar Shave Club & Gillette) and what can I learn from them now?

2. Eliminating or reducing bad or detrimental behaviors

  • Am I just focusing on short-term goals at the expense of long-term brand-building opportunities?
  • Am I approaching partner relationships with an open mind (listening) to truly reap the benefits of their help and expertise?
  • Am I short changing myself by treating outside partners like vendors (would I benefit from creating true partnerships in order to realize full engagement and loyalty)?
  • Am I sharing all of the information needed (thorough enough) with the right team members/agencies/resources in time (early enough) to make work go as effectively and efficiently as possible?

3. Building better relationships

  • No matter what level I am, do I have a mentor or peer group association that is engaged in helping me be the best I can be as a brand leader?
  • Should I spend more time reaching out to internal departments that are emerging resources (data and information teams, etc.)?
  • Do I schedule 1:1 time with leaders and/or key members of my agency partners, and do I ask them how my team can improve collaboration?
  • Can my brand be of support to another company brand or an outside non-competitive brand or a non-profit/charity?

Taking cues from the Curiosity100 study on how to achieve these goals, it may take time and financial contribution, but the value gained can be great. 80% of the consumers polled in our Curiosity100 indicated they were willing to spend money to make their New Year’s resolutions a reality. This included spending on tools and technology (such as a website to help support getting in shape) to joining communities to hiring professionals (a financial planner or fitness trainer). 74% of people say they will spend up to 3 hours or more a week working toward achieving their resolutions. If you make these same types of commitments, what behavioral changes could be made that would directly impact the health and vitality of your brand?

The opportunity is now. Look at 2019 with a fresh perspective and think about what New Year’s resolutions for your brand(s) or company might truly make a significant impact on how you work this year and set up the brand for even stronger success in the future.

All of us at Curiosity Advertising wish you the best for 2019 and hope that your New Year’s resolutions have a very positive impact on you and your organization.


*A Curiosity100 is a study where we go out and ask 100 people about something we feel our clients would be interested in. Click here to see the original Curiosity100 Study on New Year’s resolutions referenced in this article.