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Are you building a lasting brand?
Many of the marketers I meet at some point are asking me am I building a lasting brand. Those who are personal branding never like my answer. In those cases, the brand most likely will die when you do. People also see many of the self-branding people as greedy.
How long can a brand last?
Right now, there is no definitive answer. The oldest known, currently used brand has been around since 1,000 BC. This brand is a spa brand with the place of business located in Turkey. The country has changed names several times, the brand has not. Product brands have been in constant use since the 1,600’s. Many of the brands created in the 20th century have been taken over by conglomerates, or died quiet deaths due to mismanagement.
What is required?
Most importantly, the owner must have a vision. This vision comply with the current audiences wants at all times. Some form of marketing must be in place for as long as the business is in operation. Over the past few weeks, a few company owners have told me their business comes entirely from word of mouth. In one case, I have to concur, because no self-respecting person would remain on this company’s website. Just so, you know, this company is in no way associated with people I currently know. They are in the process of rebuilding the company website and upgrading the brand. You see, they haven’t reached enough of their market to be self-sustaining, nor would they ever with only word of mouth advertising. The point here is marketing beyond word of mouth is required.
In small companies, the management is generally the owner. This makes it hard because there is only one person looking at the changing world. If you are a one-person company, it is important to keep up with the wants of the audience. Larger companies need to find a way to cut the red tape so employees can be on top of emerging trends.
Not everything goes as planned. Sometimes company owners make mistakes. Burying them is never the right answer. Take criticism head on; let your satisfied customers handle naysayers as much as possible. Never retaliate in anger. A cooling off period or using someone with no emotional connection is the order of the day. Personally, I avoid working with people who don’t show they have made mistakes online. It is a known fact that two percent of people will not be happy no matter what you as a company do. It is how you handle the two percent; that makes your brand a lasting one.
Unless there is good cause, rebranding is not recommended. Brands should be slowly changed to reflect the new image. Some part of the existing brand should always remain. It is important to remember your brand worked to a point. The idea with making changes it to enhance what already exists. Visual identity is only part of the picture. If you have questions about the reasons for rebranding give me a call. (402) 806 4200
For those who make it this far, there will soon be a change. As of February 28th I will no longer be administrative director of Lisechglobal brand and business consulting. Most people believe because I started the corporation, I still own it. I never owned it, and haven’t been CEO since late 2011. All I have done since then is run daily operations. The last I was told they are closing the corporation. As of yet they haven’t found anyone with my knowledge base to take it over. The few people, who have been sent over, haven’t passed their criteria. Lisech eMarketing was put under the corporate umbrella. I am in the process of making it a wholly owned private company. The original deadline they gave me was January 1, 2016. This was later changed to February 28th. ©January 15, 2016 4:30 PM CST Dennis Thorgesen, Lisechglobal business and brand consulting, Lisech eMarketing, all rights reserved.