The Insanity Defense: Are you condemning your brand?
It just feels crazy, sometimes, doesn’t it? You get rave reviews on your products or services. You hang out your shingle, put up a web site, hand out brochures, and pass out business cards. Your sales staff is calling on clients. So why aren’t getting hoards of new customers banging down the door. What are you doing wrong? You are doing the same things that have always been successful in the past.
Well, there’s part of the problem, Bunkie. You have heard the definition of insanity: doing the same thing, in the same way, over and over again and expecting a different result. In the world of branding and marketing, it’s a fine line between being consistent with your brand and stagnating. And these days the times they are a-changin’ so freaking fast, if you aren’t moving forward, you are eating someone else’s dust before you know it.
Our business environment is becoming more congested with not only competing businesses but also with new avenues for promoting those businesses. How do you keep your brand relevant without sacrificing brand consistency?
Here’s some food for thought:
The better you can evolve the way you serve your customer, the stronger your brand will become. Branding is all about building the right relationship. And keeping that relationship fresh and vibrant will prevent your brand from being condemned as old, tired and out of touch.
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