I’ll let you into a secret if you promise not to let anyone else in on it. Every year, when winter ends, I take out my summer clothes which have been packed away in a trunk and replace them with my cold weather togs ready for my husband to put the trunk back up in the attic for the next 6 months. In reality it may not actually get as far as the attic as it’s never high on his agenda and the trunk is likely to sit in the corner of the bedroom until finally the grand opening day arrives with the start of the next season. I eagerly anticipate the pleasure of sifting through the contents until I’m confronted with the same old uninspiring collection I’ve been hoarding for years. An overwhelming aura of boredom sets in almost immediately. So where’s all this leading?
There seems to me to be a distinct similarity between both a Corporate and a personal identity. We are consciously aware that we need to refresh our personal image on a fairly constant basis, but may ignore the fact that the visual identity of our brand can become jaded and outdated. The brand image is reflected in the Company logo, typography, literature and product packaging. Although a strong and memorable logo will stand the test of time, even the most outstanding brands need to move with the times with the identity being tweaked as it progresses. If we compare my tired looking wardrobe with a corporate identity, potentially a creative agency serves as both a personal dresser and bespoke tailor. It can be easy to lose touch with how we’re perceived by our customers, to see ourselves how others see us. Ever had a shock when you’re confronted with your reflection in a changing room mirror and can see yourself from all angles? How often do we take a step back and make an honest appraisal of our brand image or ask for an outside honest opinion of how the brand is perceived, the ‘top of mind’ or first impression we make on our customers?
How many websites do we visit where the copy is out of date, the images are no longer relevant to the brand message and there’s no evidence of a blog or optimization of social media? If we can spot this failing in others, can we be as objective when we review our own on-line marketing strategy? Whether off-line or on-line, the brand personality may well have been spot on when it was originally created, but as with everything fertile, it needs to continue to grow and adapt to an ever changing marketplace. If the image isn’t refreshed from time to time, the reaction from the customer isn’t going to be far removed from mine whenever I open up that clothes trunk.
How’s your spring image looking?