False spring and false starts
Ski equipment laid out in a perfect pattern on a wood surface
There’s always a brief stretch in February when temperatures in the Upper Midwest burst above 50 degrees. Most Wisconsinites react by opening every window and breaking out the shorts.
As I started feeling that itch one February, I saw an Instagram post that called those days "false spring."
What a wet blanket.
But it got me thinking: When you're itching to break out of the winter doldrums, how can you keep momentum through another freeze?
A lot of business leaders get that "false spring" moment. It's when you don't want to stop and think anymore — you just want action.
Suddenly, you're vowing to post daily on LinkedIn and make that one-sheeter you've been needing. You're going to start that video series, freshen up the intranet, and generate new blog content.
Those moments happen with every good intention.
All too quickly, though, that fresh determination grows stale — and your false spring just became a false start.
If you're done with inaction and craving change, here are three things you can do to start spring cleaning your brand — and make it last.
Take stock of your brand. A quick inventory of where your brand lives and how engagement has been lately can help you ask the right questions, like: Is my audience showing up on these channels? If someone looked at our presence here, what would they think of us?
Brainstorm three words. Think of three words you want people to think of when they think of your brand. Then look at your brand channels, or even run them through AI. Does your list align with how you show up?
Become your audience. Look at your content from a fresh perspective. Read it upside-down if you have to. Then challenge yourself to answer this honestly: If my brand was a product, would I buy it?
When you ask the right questions, you're not just taking action — you're building momentum.
If you're sick of false starts, but know you need something new, an outside perspective can help. Drop us a note — we'd love to hear what's on your mind and offer some perspective.
