The Dreaded Marketing Resolution

New Year’s Day has come and gone and so has the dreaded resolution that accompanies it.  According to a study by the University of Scranton, about 8% of people actually accomplish their goals by the end of the new year. Some people love the “resolution,” but for most people, it is a source of dread.

While I won’t take the time to challenge you to make your staff happier, make 300% more profit, or grow a product line (all good goals by the way), I would like to set something before you. This “something” might even be regarded as much worse, especially in the marketing world. I’m talking about, of course, the dreaded rebrand…dun,dun,duuuuuun.

Every once and a while, it’s healthy to ask yourself this question if and only if you can be completely honest with its answer – “Is my brand stale?” The reaction to that question can change, or not change, the trajectory of your business. Think of it from the perspective of something as simple as a chip. If chips are stale, we typically throw them out. We want something that is new, fresh, and applicable to our current desires. A squishy Dorito typically doesn’t fit that bill.

So, if you’ve answered yes to the question, you have a resolution to make for your business. You need a rebrand. Something new, fresh, and applicable to the current desires of not just your current customers, but more importantly, your potential customers.

And what does as rebrand look like?

A strategic change that has greater the ability to take advantage of future marketing opportunities.

It is strategic in the way that it is executed. A rebrand must be carefully thought through, planned, and communicated. It has to have intention. As it’s put into place, a good rebrand is swift and comprehensive.

The opportunity lies as the rebrand is completed. At this stage, an organization can leverage its fresh image and direction to launch new products and make new partnerships that hit right at the heart of their target market.

Take this risk. Ask yourself the question. Be honest with the answer. We are here to help.

“Change is the law of life. And those who look only to the past or present are certain to miss the future.” – John F. Kennedy

Collin Billau
Marketing Consultant
Google Analytics and Adwords Certified
Washburn SBDC
ksbdc@washburn.edu

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