For a business owner, branding is a very personal thing. Telling a business owner that there brand or their identity is not on point, is similar to mentioning, “you have an ugly baby,” or “your bra isn’t holding your girls up” or “that really isn’t your color”. Yes the importance of having the right look and feel to a company is critical to its success. It says – I’m here. I’ve arrived. And you can take me seriously.
Yet, I have been thinking lately what does a brand truly encompass? And who does it well. The continuation of this piece is not about Fortune 100 companies – it’s about the startups and the companies that have been around for several generations. Regardless of the age, or success, of a business the biggest commonality that we see amongst business owners is that they for the most part truly love their company.
However, what I think people tend to miss is that a brand while it should be strong – it evolves over time. I guess I think of a brand a lot like a baby. When a child is born it is given a name, and raised to become a particular type of person and will have it’s own personality as they grow.
And similar to a person who grows up — over time, they need to remember to eat healthy and go to the gym in order to stay in top shape — Just like a brand that need a refresh: New assets, slight color adjustments, branding refreshes. Don’t be afraid to change your look and feel to stay fresh! People will and do notice.
So ask yourself – what does your brand say, and have you given it the chance to grow up into tip top shape?!