Here at Wendistry, I’ve grown tired. It’s more than Dallas Summer Heat exhaustion. I’m tired of myself… over it all. I want to start anew. A new look; a chic image; a fresh brand.
Having just celebrated a milestone birthday, I no longer feel the need try and prove to others that I am qualified to know and execute good marketing. I have the 20 years experience, scars, and moxie. I have created and I build beautiful businesses and brands. Because I’m launching two more companies this Fall 2009 outside of CityCrush Media, I want Wendistry to represent the overarching identity of ME behind all of them.
Smart marketers evolve their brands over time to keep them relevant and appropriate. Some do it well, while others become the target of cynical bloggers and commentators.
Essentially, I’m in the process of the Re-Brand… which is torturous for me because I’ve never had any patience and I want the perfect words that describe me, the oh-so-stunning images that represent me, and the witty/intelligent/creative/aesthetic/cosmopolitan/striking/sumptuous/powerful content that conveys exactly who I am in a nanosecond glance. Yea… not a lot to ask, eh?
So, while I know what to do and I know it takes time, I also (thankfully) know what activities to avoid. Listing a few of them here, I’ll continue this thought process on for the rest of this week.
- Clinging to history: Rebranding is change, but it also means staying relevant. Assumptions made when the brand was initially established may no longer hold true. Wendistry in it’s original form was established in 1990… almost 20 years ago. It was under a different name and had a different mission, but provided the same marketing, business building, media and promotions management consulting services that Wendistry provides now. Today, I want to analyze the changes in my target markets (and in me) when I’m exploring opportunities for brand expansion, repositioning and revitalization.
- Thinking the brand is the logo, stationery, or corporate colors: Brands encompass EVERYTHING about your company (and YOU if you’re the owner)… from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more. In fact, I have argued that customer perception IS your brand… no matter what you think it is (another reason why I’m re-branding Wendistry).
- Navigating without a plan: Effective brands rely on a creative brief (this is the patience-testing process I’m working through right now) to keep everyone focused as the project progresses. I’m including sections for a Situation Analysis (how does the brand act when???), Objectives (what is the new purpose and message?), Target Markets (who do I want to reach? what are they interested in?), Budget and Resources, Time-frame, Point Person, Known Parameters, Approval Structure, Stakeholders and Metrics for assessing results.
- Not leveraging existing brand equity and goodwill: Dismissing brand equity when re-branding alienates established customers, while unnecessary overhauls can irreparably damage a brand’s perception. Consider the needs and mindset of your target market carefully before digging into this process. Sometimes a small evolution- or a new coat of paint- is all you need to rejuvenate and make a brand relevant. Believe me, I have been torn back and forth on this one for the past 3 months… move to where I want to be or stay with what’s there and comfortable? I know it isn’t easy, but I also know that anything that scares me, THAT’S what I need to do.
- Not trying on your customers’ shoes: Simply calling your own 800-number or receptionist may reveal a few of the challenges your customers face and may drive a couple of re-branding strategies, but, better yet, ask your friends, family and best customers to do the same and see what you learn. Have your 70-year-old aunt navigate your web site, buy a product and try to return it. Experience the other side of the fence for a while and see what you can do to REALLY upgrade your re-branding efforts.
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