There’s no doubt about it, it’s been another unusual year. In this time for missives, musings, reflections… whatever you call them, I’ve been thinking a lot about pausing, purpose, awareness, and intentionality. So pardon me while I ramble.
6 ways to refresh your brand and marketing for Millennial decision makers
Millennials, anyone born between 1981 and 1996, are aged 25 to 40 in 2021. They are the most-studied generation in history, under the scrutiny of the Pew Research Center, among others, for well more than a decade. Much has been said about their social/digital abilities and ties; their belief that work is about outcomes, not daily schedules; their penchant to buy experiences over things; and that the brands they love must be doing good in the world. There are also numerous insights on how to attract, retain, and develop Millennial employees.
Fun Finds
So much has changed in the past year. New things are catching our eye. The insight180 team has once again gathered a few design-inspired items that capture some of the movements and moments of today. From Disney World and the Olympic logos to generational aging trends and post-pandemic design trends, we hope these creative “finds” bring you some enjoyment and inspiration. What’s something you’ve been noticing?
7 TIPS TO HELP CLARIFY YOUR BRAND (AND WHY IT MATTERS)
As a business owner, you already know that to serve your clients best, you must first understand them. Chances are, you do. You’ve crunched the numbers, analyzed the data, and modified your products or services time and time again to get them exactly where you need them to be. Or, rather, you’ve refined your services to specifically meet the needs of your clients.
How to Avoid Buyer’s Remorse with Your Brand Refresh
Years ago, I bought a new-to-me car. When we arrived at the dealer to pick it up, they were ready. The car was spotless. Workers gave balloons to our young sons and shook hands with my husband and me. A few days later, we received a “Welcome to the Family” card in the mail, congratulating us on our auto selection and inviting us to join the fan club – complete with a tin of cookies! Surely, there could be no doubt that we made a smart purchasing decision.
Just a little more white space, please.
I’ve been wanting to write this blog for a long time. It’s been on my list for months… no years. It’s taken many forms and had a few false starts. Sometimes spurred by a client who wants to fill every inch of the page in their annual report, or use every millimeter in an ad or when their logo must contain specific, literal elements to help visually describe their business. Sigh.
How to Introduce Your New Brand to the World
You’ve decided to refresh your brand. You crafted your story, updated your logo, and are building a new website that beautifully and authentically communicates the best of who you are, what you offer, and how you help your clients. Now what?
How to get started on Instagram for your B2B
Owned by Facebook since 2012, Instagram is the most visual social media platform. It’s quickly growing into one of the most used (and liked) platforms, with 500 million daily active users. Many business-to-consumer (B2C) companies, like Starbucks, famously use Instagram to highlight their products, values and special promotions. By creating on-brand, visually appealing posts, Starbucks has created a following based around their products.
Who Wins the Dunkin-WW Rebrand Smackdown?
As branders, we love watching brands evolve, grow and take charge. How a rebrand unfolds, and the reasons behind it, is intriguing at least. And done well, a rebrand can make a big difference in fan loyalty and market share. Two very popular consumer brands officially announced brand updates within days of each other, and while “rebrand smackdown” may be a slightly exaggerated way to refer to it, we think it could be fun to compare notes for these two established, consumer-facing brands.
So, why would two-decades-old companies like Dunkin’ Donuts — now Dunkin’ — and Weight Watchers — now WW — choose to rebrand? And what effects will their rebrand mean to their loyal and prospective customers?
Marketing by Email: What you Need to Know
LinkedIn. Twitter. Blogging. Webinars. The way that we digitally communicate with customers has changed over the past decade. New digital media have been invented and older media have either disappeared or evolved to keep up. However, one of the oldest forms of digital communication is still one of the best ways to reach your audience – email marketing.
Branding and the Importance of Mouthfeel
“Windowsill. . . . Piccadilly Circus. . . ” every time I see those words, I also hear them in my mind being said by the eccentric and endearing fairy godmother-like character (played by Estelle Winwood) from the 1955 movie, The Glass Slipper. She loses herself in the sound of saying and repeating some of her favorite words.
Is Fear of Change Holding You Back?
You are not alone.
American entrepreneurs may have a well-earned reputation for risk taking, but once we have a modicum of success, we tend to turn into a timid bunch—or maybe the better term is reluctant. We’ve figured out what works on our own for initial growth, so we start relying on that status quo experience, often refusing to recognize changes appearing on the horizon, reluctant to see what’s right in front of us.
“The only constant is change.” —Heraclitus
As brand advisors to consultants, professional service firms, nonprofits and other advisory firms, we often see the fear of change take hold in our clients. Where we see it most is when we’re addressing brand—brand name, brand identity and positioning strategy (learn more about the difference between these marketing terms here). While so many CEOs are ready to take risks in hiring or launching new products and services, many are quick to dismiss the value that a re-brand could offer. They feel themselves tied to the “brand recognition” they think they have, limiting their opportunity for growth. The problem is this: when making decisions, many of us focus only on what we have to lose rather than all that we could potentially gain.
And heck, it’s scary. Change is scary. Loss is scary. Our brains work hard to fight change; plus our habits, which have helped us succeed so far, are powerful and efficient (read more in this great Forbes article). You’ve worked hard to establish a reputation and grow. But what are you missing out on by not taking a closer look—or an objective look of what you might gain?
“To improve is to change; to be perfect is to change often.” – Winston Churchill
I write this blog post as I’m thinking about several of our clients who are in the midst of great change. One in particular, with whom we still work today, swore almost a decade ago that he would never change his business name, but upon closer examination (via a 180 Positioning Workshop™), not only changed it, but changed his business model, developed a spin-off company, rebranded both and subsequently grew six times over in four years.
He called me today for some advice on refreshing the spin-off company and said, “I will always remember what you said during our workshop when I was so worried about our brand equity. . . you said, ‘right now, nobody knows who you are.’ And you were right! We were afraid to change.”
While my words may have sounded harsh, he needed to hear them. He and his staff had already gotten so involved in their routines that they didn’t realize how much further they could go.
What our exploration did fundamentally, was enable him to focus more on all the possibilities and potential gain that a change would offer versus the loss of his “brand recognition.”
This name change and rebrand ultimately allowed his entire team to regroup and speak from the same set of brand values. It helped differentiate the company in the marketplace and brought a new pride to the team. Sharing that new life, that new story, became part of the excitement now shared among all of the staff, clients, and prospects, which created more excitement within the industry. When done correctly, a rebrand can be the event that breathes new life into an organization, reassures existing clients and helps attract new ones.
“People underestimate their capacity for change. There is never a right time to do a difficult thing.” – John Porter
When seeing change in terms of what you have to lose, your focus is on staying safe, avoiding mistakes, fulfilling responsibilities—all honorable pursuits—you’re hanging on to what you’ve got and that’s okay, but it likely won’t help you grow.
If, instead, you see change in terms of what you might gain, your focus is about moving forward, maximizing potential, and reaping the rewards. It may require more of a leap of faith, but it’s also about creating opportunities for success.
Neither approach is wrong. However, the latter is an approach that can energize an organization and propel it forward.
So how can you learn to embrace change for the sake of your future happiness, particularly when it feels risky or uncertain? The answer is surprisingly simple: when you think about making a change, focus only on what you have to gain, and let go of those thoughts of what you might lose. To find out if
it’s time for a brand refresh, read more
