Tend to Your Brand & Reap Rewards
Branding is a very straight forward notion that requires some unique skills to do well: A capacity for intellectual honesty, clarity of vision, and the ability to execute in a way that delights consumers and prospects.
Brands need to be repositioned when one (or more) of these skills begins to erode. Things start to feel out of kilter. Relevance is lost. Energy and opportunity wane.
The fix is to do the work of getting back in touch with what is most honest about your brand. The things that make you unique and necessary. You can call it defining your Why and How or Mission and Vision — the labels don’t matter.
What’s important is to get super clear about and give voice to what you care most about getting right 100% of the time. Say what you mean. Mean what you say. Doing so gives you relevance to employees, prospects, customers, prospects and communities.
Entities who are clear about their brand function more efficiently and attract higher caliber talent. This consistency and clarity inspires people to rely upon you and even advocate on your behalf. Frankly, tending to the health of your brand is an investment in the future health of your company.
So, if you’re feeling like your company is losing a bit of its mojo, ponder the health of your brand and reach out to your local, friendly brand strategist to guide you in the art of repositioning. Think of it like the trajectory of a rocket headed to the moon: the slightest of nudges in one direction or another, can alter your entire trajectory at scale.