Revitalization and leveraging your past

Updating your brand after 20 years is not for the faint of heart and needs to be taken very seriously.  First of all – what’s the point?  There needs to be a deep and compelling reason to challenge everything you have and push forward with a new face to the world.

The key starting point with us is always the same.  Don’t tell us who you think you are and where you think you’re going.  Conventional wisdom wants us to believe that the first thing out of your mouth is correct, your past doesn’t define you, and you can be anything you want.  Really!  If this is true why go to school?  Just snap your fingers, watch The Secret five or six times and there you have it – you now own Apple.  Well that was easy.

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Give a Little Bit of Heart and Soul

One thing that we always create for our clients is a clear, visual, Core Brand Concept. This is the birthplace of the brand strategy and all marketing & communications to come.  This shows the boiling point, common denominator, feature shared by staff / stakeholders / client, and depicts their relationship one another.  What makes each company tick is unique.  The model has a few key contributing factors; your products & services, beliefs & core values, what your clients are actually thinking, and what problem you solve for them. Your brand is a combination of all of these groups.

To truly understand the nature of your companies brand you must first examine what got you to where you are. Here are the three starting points; 1. you, 2. your stakeholders, 3 your clients. Deeply understanding your motives by looking for evidence in your past can really shed light onto where you’re going to end up.  As we have found time and time again – your past dictates your future. The more you understand about your thought process, your stakeholders thought processes, and of course your clients then the more you can actively control your outcomes.  If one or all three of these things are a mystery to you then the inevitability of your future can move away from your control.