Stay With Your Core
I’m sure you’ve seen those online photos of celebrities who have undergone multiple cosmetic procedures (botox cheeks, lips, and chins) where they now appear unrecognizable. A once attractive individual ends up looking like some swollen alien from Planet Feline.
This is the image I conjure when I hear small businesses continually tweaking and updating their marketing and advertising messages.
In some cases, marketing must adapt to the changing times. But changing for the sake of change isn’t always the answer. In the 1980s, Coca-Cola changed its original formula to New Coke, and it fell flat. British Airways tried to drop their Union flag, while MasterCard, Gap, and Overstock.com attempted to modify their logos. These modifications damaged sales, and each brand was forced to investigate why they made them.
Think about your spouse or partner and what attracted you to them. Let’s say it was their looks. Now, what made you fall in love with them? Looks fade after thirty years, but I bet you could tell me some heartfelt stories about how much they truly mean to you, especially if there was the slightest notion they might be gone tomorrow.
Anyone can say they have a passion for what they do, but they must convey why that passion exists. People don’t buy what you do; they buy why you do it.
If I asked you what is so great about your business, and your response was you have the lowest prices anywhere, you may want to investigate your core values — what you truly believe in. When people don’t stand for something they wholeheartedly believe in — their why — the public will sniff it out from a mile away.
So, what is your why? What’s at the heart of your company?
It took years, but Nike and Apple—who understand the answer to these questions — no longer have to mention their name in their ads; they simply display their logo at the end.
If any organization wants to preserve its relevance, it will take nurturing and a great deal of investment. The key to successful branding funnels down to your organization’s core values — who you are, and what you stand for.
