Here I am, 45 years old, in the best shape of my life in many ways.  Exercise, healthy eating, and an optimistic outlook keep me young.  Not to mention two adolescent children.

RealAge.com’s analysis says I’m only 41.5!

And yet.

As a voracious reader, I’ve become acutely aware that the words on the page have become fuzzy.  Reading is more comfortable when I hold the book a few inches further away.  Over the past few months, the distance to keep the words clear has increased.

Fortunately, the book isn’t yet a full arm’s length away…and thankfully I have long arms!

Bifocals lurk in my future.

Holding the book further away adds a different perspective though.  I notice the book’s layout more.  I see which authors and editors are good with white space and headings, and which leave you prey to endless text.

Slightly further away, I see the book in a new way.

This exercise works well for your brand’s health too.  Every once in a while, you need to take a step back and look at the big brand picture. 

• Is your brand message clear and coherent?
• Does it resonate with your customers?
• Does it drive sales?
• Do the components of your marketing express that message consistently?

If you haven’t taken time to review and answer these questions recently, a little distance and time investment could yield big results for you.  Like my eyesight, brands evolve and need periodic adjustment.  Ensuring your brand message is on target and crystal clear is the shortest path to increasing sales.

It’s not intuitive, but getting away from your daily work spot – out from behind the desk or counter – gets you closer to the heart of your brand and to ensuring its good health.

There may be no where I can go though to escape those bifocals!