This is a questioning contradiction every company leader must face. Often, a marketing person, new to the job, talks of and motivates a re-launch. What does he mean and what does your brand actually need? You must answer that last question transparently and honestly.
First, you must keep your brand fresh and inviting. If you leave anything static it quickly becomes stagnant, boring and old. But remember too often change is made for change’s sake and that is exhausting, takes your teams eyes off the ball and is expensive. So always add honest value with every change.
As an example, a change to the logo might be the outward manifestation of a fundamental customer service initiative you are implementing. Tactically you have decided you are not going to tell customers about it, but you are going to show them. So the new logo might bring new colours, new designs, new presentations, new business cards, new company slogans, new advertising and such. Internally it brings new motivations, new rewards, new training programs, new procedures, new evaluations; all aligned along with the new customer service initiative.
The change you want people to see and you want people to experience might not be the same thing but they must add value and be consistent. Every time. Every place. From every person. Consistently. Repeatedly. Without exception.
And the tactic of show don’t tell, does not mean no evaluation. Just as with any other process within the company, the results must be measured against the original objectives. And if the change is as described above, evaluate both the effect of the logo change and the results of the customer service initiative. Ultimately what your client feels is critical? So ask him? Do not waste time on staff self-righteous explanations and defensive logic. And plan the next change from there. No time like the NOW!
Garth has over 20 years’ experience marketing dominant brands in South Africa, established multinational and local start-up brands in Saudi Arabia, Dubai and the GCC. A scientist and teacher by training he has learned his craft experientially with from mentors from a traditional FMCG background. Garth is an integrator by nature; bringing the best of the brand, the people and the environment together to maximize the brand position, its success and profitability. In his unique manner he has assisted a number of brands to reach their full potential. He enjoys the mountains; walking and mountain biking. If you would like to explore how Garth might assist you in maximizing your brand, you can connect via LinkedIn or garthsu@gmail.com
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