FRESHENING UP YOUR BRAND
When it’s time to take a second look
To say it’s easy would not be entirely true. But every once in a while it benefits us all to take a good hard look at ourselves. Sure, it would be easier to live in a world of self denial, avoiding mirrors like we were the long lost love child of Lestat – but in the end, there comes a moment of clarity when we realize the time has come to make some changes.
Fortunately, fixing the physical imperfections is the easy part – dealing with what’s going on internally, well, that’s a little more difficult. Oh, and in case I have not made myself clear – I am talking about your brand.
Just like most people, businesses are often so busy taking care of the needs of others that they fail to take care of themselves. This is especially true for successful organizations. It is during these times that careful attention to the brand should be paid. Trust me, it is much easier to improve your brand when you’re not hungry and looking for business.
It starts with the physical, always making sure your mark and your space is current, relevant and impactful – always keeping an eye on market fluctuations and future opportunities. Keeping an eye on your competition doesn’t hurt either, making sure they don’t begin to eat away at what you have fought so hard to call your own.
The hard part is to look internally, at your process, your operations, your product and your service. Ask any successful organization and they will tell you – complacency is often the death of a thriving business.
And no, we are not recommending that you change things just to change them – but the reality is, your consumers are changing whether you like it or not, and you must be able to change with them. It’s easier said than done, but if you are not able to adjust to their wants and needs, they will find someone else who is – unfortunately, loyalty only goes so far.
But if you can continue to meet the consumer’s expectations, you will continue to have their loyalty. And if you can surpass consumer expectations, you will have earned their advocacy.
So, take a good hard look in the mirror today, and make sure your brand is ready for the next evolution. It may come from an updated look, or an unexpected offering that your customers need, but have yet to discover they want.