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Down Times? Use Them To Clarify Your Company's Brand Message!
So perhaps these aren't the best economic times. Business is off and you're feeling a bit frantic. You wonder if you should slash prices across the board, make new offers, lay off staff, or just hibernate until next spring. First of all, realize you are not alone.
By: Phillip Davis
So perhaps these aren't the best economic times. Business is off and you're feeling a bit frantic. You wonder if you should slash prices across the board, make new offers, lay off staff, or just hibernate until next spring. First of all, realize you are not alone.
By: Phillip Davis
A great number of business owners nationwide are facing these same questions and challenges. But what to do?
My advice would be to get clear.
"Get clear?" you ask incredulously. "That's it?"
Yes. Get really, really clear.
It's at these times of duress that we tend to get reactive. It's like the old saying about the politician, who having lost his objective, redoubles his efforts. If we are not clear, and if we've lost our sense of direction, how does going faster help? What typically happens is that we take on the wrong type of work, from the wrong type of clients, all at a deep discount, stay busy for the sake of busy work, make little to no profit and go nowhere. Not much of a plan eh?
What if you took slower times in business as an opportunity to get focused? Here's another way to look at it. If you were a lumber jack and your axe blade had become dull, you could either decide to keep swinging harder, or you could take time out to sharpen your axe. For many business owners this seems threatening. They feel they don't have time to sharpen their axe, they have to pay the bills, make calls, stay busy. But in the end they swing with a dull axe and get nowhere, working harder and harder with less and less to show for it. And they also get exhausted. Sound familiar?
On the other hand, what if you took time to hone your message. Perhaps you have a confusing business name that communicates one thing, a tag line that doesn't match, an outdated web site, three versions of your logo, a blog that sits idle and a newsletter that's still on the "to do" list. You've been so busy the past few years reacting to business, you haven't had the time or the need to keep your brand message clear, concise and compelling. In fact, it's gotten down right fuzzy. Now is the perfect time to go through a brand audit... a review of just where you are now in the market, and where you want to be. Does your current image, message, and product offerings all line up? Are they speaking with one voice? Or are you pushing quality products here, low prices there, touting your service extraordinaire, and introducing a baffling array of new ideas and goods in hopes that something, anything, will "stick."
Here's one simple test. Can you communicate your basic brand message in a matter of three to four words?
What if you took one day out of your schedule to simply relax and observe. Don't try to figure things out, or reason, or solve, or react, - just observe what's going on.
Page 2
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
My advice would be to get clear.
"Get clear?" you ask incredulously. "That's it?"
Yes. Get really, really clear.
It's at these times of duress that we tend to get reactive. It's like the old saying about the politician, who having lost his objective, redoubles his efforts. If we are not clear, and if we've lost our sense of direction, how does going faster help? What typically happens is that we take on the wrong type of work, from the wrong type of clients, all at a deep discount, stay busy for the sake of busy work, make little to no profit and go nowhere. Not much of a plan eh?
What if you took slower times in business as an opportunity to get focused? Here's another way to look at it. If you were a lumber jack and your axe blade had become dull, you could either decide to keep swinging harder, or you could take time out to sharpen your axe. For many business owners this seems threatening. They feel they don't have time to sharpen their axe, they have to pay the bills, make calls, stay busy. But in the end they swing with a dull axe and get nowhere, working harder and harder with less and less to show for it. And they also get exhausted. Sound familiar?
On the other hand, what if you took time to hone your message. Perhaps you have a confusing business name that communicates one thing, a tag line that doesn't match, an outdated web site, three versions of your logo, a blog that sits idle and a newsletter that's still on the "to do" list. You've been so busy the past few years reacting to business, you haven't had the time or the need to keep your brand message clear, concise and compelling. In fact, it's gotten down right fuzzy. Now is the perfect time to go through a brand audit... a review of just where you are now in the market, and where you want to be. Does your current image, message, and product offerings all line up? Are they speaking with one voice? Or are you pushing quality products here, low prices there, touting your service extraordinaire, and introducing a baffling array of new ideas and goods in hopes that something, anything, will "stick."
Here's one simple test. Can you communicate your basic brand message in a matter of three to four words?
What if you took one day out of your schedule to simply relax and observe. Don't try to figure things out, or reason, or solve, or react, - just observe what's going on.
Page 2
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.