2011 will be a year for change–positive, forward-looking change, not reactive, fearful change.
Is your brand ready for the new year?
Many companies had to violate their brand promise in order to survive the recession. I’ll give you some examples:
- “We design and build custom homes starting at $3 million for discriminating buyers” but right now we’ll build whatever you want, and do you need any repairs or maintenance?
- “We sell air conditioning units in lots of 50 or more to developers of condos and apartment complexes” but now we’ll sell you a new one for your home at a discount.
- “We require a minimum deposit of $25,000 to qualify for our Private Banking service” but if you sign up today, we’ll waive that minimum.
- “Our agency requirement is a retainer for $250,000 annually” but since we want your business, we will work on a project-by-project basis.
Maybe you made some deals that you wouldn’t ordinarily make. Maybe you took jobs that you had outgrown. Maybe you did whatever you could to survive that sluggish market. Well, good for you! But for a new year, it’s time to host off the dirt and shine up that logo, backed up with a clean and elegant brand promise.
I’m hosting a webinar on January 10 to teach you how to get your team together and review your brand promise as well as comparing it to what your major competitors are doing. It’s called “How to Differentiate and Gain a Clear Competetive Advantage.” It’s not business as usual. New year, new opportunities, new rules.
I hope you’ll join us. I’ll demonstrate how to use the Brand Promise Audit tool and show you how to create new marketing and sales materials to back it up. You’ll also get a downloadable recording of the webinar plus the tools. More information and registration here.
This is my last post of 2010. Thanks for following and reading. Let’s close on an important note: what would you like to see this blog feature in the new year? What topics are of greatest interest? Who should we invite as guest bloggers? Please let us know by posting a comment.
Happy New Year and Happy Hunting in 2011!
