07/23/09

Does your brand need work?

When a brand let’s itself go, there isn’t a defining moment. It’s a series of almost unseen, unremarkable moments. The best brands in the world can head down a slippery slope quickly if they aren’t cared for on a daily, weekly, monthly, annual basis.

Here are some tell-tale signs your brand needs work.
 
  1. You have no idea what’s on your own company’s website. You haven’t been there in months. You don’t really want to go there right now.
  1. You currently present using a 7th generation PowerPoint. You click to see the original author. You don’t recognize the name.
  1. You always frame what your company does by first saying “we used to”.
  1. You search for your company on Google News and the most recent item is a press release from 2003 announcing that your company hired someone who hasn’t worked there since 2005.
  1. You have lost more than 5 consecutive pitches. In at least one of them, you were asked the question, “what makes you different?” You then inadvertently explain why you’re exactly the same, just a little less dynamic or interesting.
  1. Your business card was once a proud hand out – 2 sided, thick, uncoated, and well designed. Now, it’s a fourth generation card on a flimsy stock that is glossy and has basic information listed in a font that simply doesn’t belong.
  1. You used to get tons of calls to the HR department with people excited to work at your company. Now, those calls are all outbound.
  1. Your trade show booth was once a Mecca of activity and excitement. Now, it’s a heavy, overproduced, out-dated monument to the late 90’s.
  1. You cut your prices recently. And then again. If you can’t beat ‘em, undersell them.
  1. You dreaded waking up and going into work today. And every day. Not due to lack of interest. Just lack of vision and direction.
Think this is far-fetched? Maybe a bit. But we’ve been in organizations just like these. It demonstrates the importance of brand creation and stewardship for the bottom line of a company. But even more importantly, what it does for an organization’s Mojo – that intangible ingredient that draws others to you. That indescribable something that gives your company the “it” factor. But it takes work. Commitment. And everyday movement.
 
Is it worth it? Look through the list, and imagine this is your company. Then you tell us.

B-to-B, B-to-C, Opinion

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