Somthing Smells Old!

I see so many local and regional brands that are outdated. This problem usually comes from the businesses that have been around for 50 years. They have developed systems and products that are truly superior to the way they did things 50 years ago, but their brand is still presented through their 1950’s logo, jingle, and sales literature which do not reflect where they are today.

You’ve worked so hard succeeding through both prosperity and hardships–allow that to be expressed! The challenge is because we are so immersed in our business we fail to explore the natural evolution of our brand. I often hear excuses like, “It’s important to be consistent.” Or the classic excuse: “Everyone knows us anyway around here.” I think to myself, “Yeah, as the old stodgy place where grandpa always shopped.”

Who are you now? Does your brand reflect it? It’s really a simple question with a simple answer. Let me ask you this: assuming you have made adjustments with you literature throughout your company, are you prepared for 2010? I’m not predicting anything bad here; my point is those who are always poising themselves for the future are always the most successful.

Think of brands like people. Twenty years ago, you may have worn MC Hammer pants, teased your hair, and sprayed it purple. Would you dress that way now? Let’s say you did dress that way now, how would your friends and family react? They would say, “Hey, buddy, the 80’s called, they want their clothes back.”

Your brand is a living breathing entity that communicates to your customers. What’s your brand saying? Is it living in the past, strong in the present, or positioned and ready for the future? Lot’s of questions today, but very important to reflect upon.

Joe Kiedinger

ACTION PLAN: Answer the questions above honestly and if you need help check out the latest classes being offered by Prophit Marketing Institute beginning in a couple of weeks.