So, what if business is good?
My last post went into detail about brand dissonance and making real, effective, lasting change the right way. The guys in our office read it and thought, “OK, that makes sense for someone whose sales are slumping; but what about when business is good?” Funny they should ask….
The immediate answer is “Great! So, what are you going to do now?” A critical part of brand dissonance that can be avoided is reacting to a downward slump. How? By recognizing that if you aren’t innovating or always looking forward then sooner or later you’re going to be looking back wondering what went wrong. This isn’t a prediction of doom and gloom. It is simply the nature of the beast.
As a company, Eli Kirk is currently in the process of doing the same thing. We can’t afford to just enjoy business while it is good. We are looking to stay fresh, stay ahead and maximize our own brand where possible. It isn’t an easy task, even for a creative agency like ourselves. Done right, brands become more than just a name and a logo. They really do become part of the visual vocabulary of a community, and sometimes even society.