I would like to challenge “change.” We hear so much about change in business today. Companies continually put a positive spin on “change” in their organizations, but it often seems like those changes are reactionary, like they are a step behind. In today’s environment, the perception is, when a company needs to change how they do business to better connect with me as a consumer, they’re already a step behind.
Change is a reaction, not a strategic direction.
Business and communications must move fast today to stay relevant and engaging to the buying client or consumer. Consumers will switch to or follow a brand that “connects” directly to them. Brand loyalty is the golden key that many marketers strive for.
For example, let’s look at the U.S. car industry. Ford, General Motors and Chrysler were “forced” to look closer at all aspects of their business and make significant changes. The changes, in their case, were related directly to how they serve consumers, the types of vehicles they produce and the customer experience they provide. The key word is “forced.”
Obviously, if the big three hadn’t changed, they would have continued on a downward spiral. Change was inevitable and necessary for survival. But it’s also clear, by default, if those same companies had stayed in touch with their core customers, they wouldn’t have landed in the difficult situation they did. The sort of situation that required them to spend billions to re-engineer their businesses and rebuild the brand equity they enjoyed for many years.
Organizations that are forced to change either stopped delivering on their promise or they stopped looking forward and adapting to what’s next. They lost touch.
An organization that evolves with their market is better positioned to build and sustain long-term brand loyalty. You can evolve your organization by:
- Aligning your brand promise to your audience’s expectations and delivering on your promise at every touch point.
- Always listening to your target audience by making required adjustments to your products and services to ensure that you’re always meeting their needs and expectations.
- Continually studying the market to visualize and anticipate what’s coming next. Knowing where your market and industry are going and staying ahead of them.
Yes, change is needed for many organizations to realign and get back on the right path. But when the path is defined, your business plan and brand position are clear; it’s easier to see challenges, threats and opportunities before they arrive. It’s an approach that enables strategic evolution that protects the future of your organization and builds long-term loyal customers.
6 Comments
“But when the path is defined, your business plan and brand position are clear; it’s easier to see challenges, threats and opportunities before they arrive.”…a very powerful statement. Illuminate the path or risk tripping on the bumps in the sidewalk. Well done, Mike (as usual).
Great post.
I think evolution is essential. By that I mean taking your business and customers on a journey.
As long as you remain true to your business and brand values, the reason you went into business in the first place, there’s no reason you can take your followers/customers on a ride. Examples that spring to mind are Virgin – travel, media, entertainment and of course Apple.
You just have to crystallise who you are and what your values, brand or otherwise, are – and stick to them.
Joe Spadea, Thanks for your continued interest and nice comments. Continually evolving instead of having to reinvent yourself every few years is much smarter.
Richard H. – Thanks for the kind response. You are so correct. Staying true to your brand values and brand essence is critical. But remembering to “evolve” your brand with focus on your target audience builds long term loyalty.
Mike,
Very interesting and succinct. Once the brand has been accurately defined and conveyed throughout a corporation, and customer feedback is solicited and valued, delivering on the brand promise is much easier.
Mike Britt – I couldn’t agree more. In addition, Evolving is less expensive than change.