Getting your brand back on track

Jackson Pollockby Tony Fannin, CEO/Partner, BE Branded  |

Going through trying or difficult times often causes us to pause and try to “analyze”  the situation. The more insightful ones also take a look within to find any clues. What many business experts will tell you, in order for things to change, the person must grow and change. In a way, it is the universe teaching us and guiding us on where we should be going. It is also refer to this as life hitting us in the head.

Brands go through the same evolution as well. They will go through the cycles of success and failure and back again. The difference between a great brand and the “also rans” is how it responds. And how it responds, depends on the strength and quality of their roots. Here are a couple of thoughts on getting your brand back on track:

• What does your body of work stand for?
Individuals and brands often get caught up in the day-to-day,  sales, operations, numbers, and doing the stuff, that you forget the passion of why you’re in the business in the first place. Great companies realize when times are uncertain and the numbers are looking bad, they take a close look internally. What difference are they trying to make in this world? What do they want to be see as? Does the body of work say something about who they are and what they stand for? Often, if a brand has strayed from these ideals, it eventually is seen in the numbers, operations and the employees. Going back to the why you are in the business in the first place will, once again, endear you to your best customers, who will spark the turn around you have been looking for.

• Creativity is the spark of life
You don’t have to be an artist to be creative. The creativity that I’m speaking of is one based on trying new things in spite of the fear of failure. Many artists, of all types, will tell you, you can’t have creativity without failure. They go hand in hand. The ones who truly succeed are those how take the risks (yes, calculated ones), and know, if things fall apart, they will recover to do it again. Great brands are not afraid to be bold and create (new markets, new systems, new ways of doing things). Steve Jobs made his legend by this philosophy. He didn’t do market research.  How can people tell him they wanted an Macintosh (iPod, iPhone, etc.) until he showed it to them? Avoiding failure is a guarantee of a mediocre life and a mediocre brand. Someone much wiser than I once said, our most valuable assets as individuals and brands and society is our ability to lead a creative life and a life that can not only adapt to change but that can influence change.

Too often, many companies in many industries are too afraid to lead. They don’t make bold moves or establish a unique brand because one else in their industry is doing it. Once a brave, innovative company does something to break from the pack, then the rest follow. This often why smaller companies make waves, They don’t let fear and possible failure stop them from making a difference because they know, if it doesn’t work out, they don’t die. They can just wake up the next day, dust off and do something even more bold. Sam Walton was once quoted saying after a failed idea, “Glad we got that over with quickly. What’s next?” He was famous for trying new things, quickly. He believe in failing quickly to get the learning and closer to the great ideas.

In the words of Steve Jobs, be an artist.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

No comments yet... Be the first to leave a reply!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: