BRANDING BULLETIN: THE GROUNDHOG DAY ISSUE
Why we repeat the same mistakes over and over.
Branding Ideas: Groundhog Day Every Day
You know the feeling. You’ve just left another meeting where there’s a half-hearted agreement about a course of action that, much like those before it, will either never come to fruition or if it does, it will simply fail.
It doesn’t matter what, really. A marketing campaign, a client retention effort, or a new way to build morale. Deep down, everyone knows that it won’t work, but it’s better than doing nothing at all. When Groundhog Day happens every day, you have a problem and we are willing to wager the problem lies with your brand strategy.
After all, the brand strategy has one goal: nurture and protect the relationships you have with those most important to your success. Namely, your customers and by extension, your employees. The right brand strategy will help you focus on what is important. And when you’re focused, your groundhog will never see his shadow again.
Here’s what the right brand strategy will bring into focus for you:
Who you are. First and foremost, a brand strategy reminds you on a daily basis who you really are. This gift is important because it prevents you from trying to be all things to all people. When you try to be of value to everyone, you’re rarely of value to anyone.
What you do well and better than anyone else. How many times have you heard someone advocate for doing something new because the competitors or all “the cool kids” are doing it? If those ideas are not aligned with your relevant and competitively differentiated approaches to serving your clients, they are time wasters.
How you present yourself to the world. A well-articulated brand is one that comes to life effortlessly, saving time and money. More importantly, this consistency nurtures, builds, and protects your relationships with customers. If that’s not enough, consider this: Research shows that consistency increases revenue.
When companies repeat the same mistakes over and over again, it’s because they don’t know who they are, what they’re doing, or how to connect with their customers. Find your brand strategy. It will usher in Spring before you know it.
Numbers to Consider
Percent of Punxsutawney Phil’s weather predictions are correct.
Percent of consumers expect their brands to help them discover new products.
Percent of consumers expect brands to know when the right moments are to communicate (better be more reliable than Phil.)
On January 20, we hosted a Branding Fundamentals workshop at our Boston offices, sponsored by CIC Boston. The one-hour session broke down why having a brand strategy is crucial as well as the core requirements of a good one. If you would like us to hold a branding workshop at your organization, let us know!
In Case You Missed Them!
Calling Boston-Area Internal Comms Pros!
Cincinnati-based Internal Comms Pro has tapped Spencer Brenneman President Douglas Spencer as the keynote speaker at their March 12, 2019 half-day conference.
“Internal Comms’ Untapped Connection to the Bottom Line” will address why Internal Comms professional hold one of the most powerful keys to creating, nurturing, and keeping passionate, loyal customers: a workforce which embraces and embodies the company’s brand values. Why? Because companies cannot create a consistent, relevant, and competitively differentiated brand experience without employees who understand why it’s important and what it takes to create one.
The event is free and open to the public. You can learn more by visiting Internal Comms Pro.
Quote of the Month
“Those who cannot remember the past are condemned to repeat it.”