Should You Show’em Your Age?

15 11 2013

When you are focused on Branding, the age of your company need not be in the message!

Regardless if your company has been in business for 40, 50, 60 0r 70+ years, that fact has not made a difference in your success.  In fact, of the Eye Cubed leaders that I know and have spoken to, “years in business” means very little in the decision making process to choose a business partner.  The statement of age says nothing about brand, brand promise, value, service, needs or culture.   I am sure there is a lot to learn about companies who lose sight of the aforementioned characteristics and the Eye Cubed branding messages that go along with them.  Just ask any former executive from these industry icons:

50 yr anniversary

  1. Bethlehem Steel Company who built America’s infrastructure for 146 years (bankrupt)
  2. Paine Webber who advised clients for 123 years (bankrupt)
  3. Woolworth Company who provided a retail experience for 122 years (bankrupt)

What branding messages actually have the greatest impact for B2B or B2C initiatives?

Solving Needs 

McDonalds brand promise of “speed” defines the need they solve in one word.       

One of the most important questions to ask is; “Is ‘what we do’ solving a need for our clients?”  As long as the resounding answer is “YES”, there is no need to make a shift.  However, do not take this answer for granted.  If the tides turn and have left you unprepared and unaware that you are no longer solving a need, your organization may become shipwrecked among the throngs of defunct companies around you.

Flexibility With Execution

Apple “makes it easier to love technology so that you can experience the future” .

If you are good with ‘what you do’, take a critical view into ‘how you do it’.  This analysis includes innovating processes by bringing technology into your firm.  Your team needs to demonstrate an understanding of Corporate Hydrology by analyzing income streams and finding ways to make them wider, longer or deeper.  They need to find new ones as well to counteract the fact that, if left unchecked, all income streams share one thing in common…they will all eventually dry up and cease to exist.

Delivering Promises

FedEx delivers “peace of mind” with every package.

Everything your firm claims it will and can do must be delivered without fail.  It is critical to promise as much as possible as long as your delivery has a 100% success rate.  Clients and prospects should know the promises you make to them and your accountability should be shared as well.

Exceptional Experiences

Zappos is “Powered by Service” like no other retail provider.

There is so much to measure, one can easily get bogged down into the mundane metrics of your operation.  However, there is one measurement that you should fight to attain and invest in acquiring.  This metric should be pursued with all of the importance your company can muster.  After each and every encounter or interaction with anyone on your team, the consumer or business partner’s willingness to REFER your organization to a friend or colleague defines your relevance, value and execution.

Adding Value

AAA‘s membership exudes “safety, security, peace of mind, value, convenience and trust” and brings a loyalty unmatched among membership clubs.

Is your value proposition one dimensional?  I certainly hope not.  As a sustainable entity, providing multi-layered value places your organization as a leader among your peers.  As part of an ongoing process, we must challenge ourselves to enhance the value proposition to lock our customers into a lifelong relationship with our firms.

So when it comes to the messages you send as marketing or branding initiatives, Eye Cubed companies don’t waste words.  Eye Cubed leaders know why they are in business and what will keep them relevant into the next generation.  While we learned from Mark Sessel in a prior blog post that we must never let them see you sweat, we learn today that we should never let’em know your age!

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4 responses

15 11 2013
John

Well written! I’m glad to have joined this blog! Never imagined that telling the age of a brand can be useless!

18 11 2013
Tom Hillier

My film production business, Shoot the Company is 7 years old this month but after reading this I realise that no-one gives a damn!

18 11 2013
David Sussman

Tom, Shoot The Company has made it seven years and will make it another 47+ because you deliver value and build relationships. That makes you an Eye Cubed Leader of an Eye Cubed Company. I applaud you and your efforts….and most importantly, your results!

18 12 2013
Michelle Yue

David, you’d be surprised how many business owners don’t realize that consumers don’t care about numbers. Refreshing to work with someone who tries to see things from the POV of a consumer/client. It’s not an easy thing to do when you’re so close to your own product/service.

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