Today's Marketing Cookie - Dress For Success

Today's Marketing Cookie is telling you that it's time to upgrade your appearance. My father bought about six outfits before I was born in 1965, which probably looked terrific when they were brand new. However, he continued to wear those same outfits throughout the seventies and eighties, and by the time the nineties rolled around, he was almost back in style again.  Your logo is getting old too... and waiting for your image to "come back into style" isn't a strategy I would recommend for your brand.

My dad's sense of style was absolutely frozen in time. I have no idea where he shopped because, whenever he bought "new clothes", I swear they looked exactly the same as whatever outfit he was replacing. I would see him with a "new" shirt and wonder, "do they still make that crazy stuff?" or "Does my dad have a stockpile of vintage bell bottoms, or scenery-print-polyester shirts stowed away in storage somewhere?". Either way, he had found a look that he wanted for himself and couldn't see himself dressing any other way.

Interestingly, I've run into this situation a few times with privately owned companies, that have grown over the years into a giant enterprise... but are still under the direction of the same founder.  Every day for 30 years, the founder has been going into the same office, carrying the same lunch box, working with many of the same customers, and his life has been consistent and predictable... just the way he likes it!

Then one day, he notices that the competition is younger, aggressive, moves faster and is more relevant than his. They are stealing away some of the business he used to get and they are beginning to erode his market share and nibble away on his margins. So, the founder will reluctantly come to us and say, "I want to rebrand and reposition my company to be more current and relevant", which is often what his team has been urging him to do for the last ten years.

However, when we present our findings and recommendations, he can have a difficult time accepting the "new look" we've come up with, and may try to retain more of the "old look" if he could. Although the data demonstrates that "new clothes" for his business would make his company more "dashing", and relevant for the changing demands of the market, he may insist on keeping some of "what he knows".  Even though our expertise tells us that the repositioning will likely generate more revenue, it's still a shock to his personal perception of the terrific company he has built... and by extension, struggles to adopt any radical changes to how he views his personal legacy.

Although my dad may be tropophobic and would never, ever change his look, YOU must. Your business need to upgrade, adapt and evolve to and stay current with the expectations of your customers and prospects. If your brochure still talks about services you don't offer any more, it's time to go shopping! If your website has to be managed with Microsoft Front Page (or DreamWeaver) and you need a programmer's help to update it, then it is really time to go shopping! For the love of all good esthetics - PLEASE don't allow your company to go around looking like my dad anymore!! It's time for you to bring your appearance up to the same standard of quality that you hold for the delivery of your products and services. Remember, your brand, Website and marketing is often the ONLY opportunity you have to make a first impression, so please make sure its well dressed!