I'm not gonna be shy about this one: I'm not a fan of almost all Mission Statements. They are way too wordy, include way too many commas, and are never remembered by employees and leadership alike.
Last week we wrapped up another Brand Camp retreat for 5 small businesses.
In the world of design, sometimes remembering who the design is for can get blurry in the process.
What does it cost you to focus on that which makes you the best in the world?
Every now and again I talk with someone who ends up asking, "Do you think we should rebrand?" Though a good question, not the first question to ask.
I have spoken to many business leaders who have said something to the effect of "I know exactly who we are and what our brand stands for and means to our customers." But is that really what we're striving for?
I recently read Harvard Business Review's interview with Howard Schultz about his return to Starbucks.
When a company is going through a rebranding process, it is important to constantly clarify the answer to the question "Who is this for?"
Whether we admit it or not, there are certain aspects of a brand that are much sexier than others. Developing a very engaging and interactive website is a lot of fun and cool to show off. Designing really cool package that will be seen every day can bring a lot of pride both to the one designing as well as the client. But there is opportunity in all aspects of the customer's experience of your brand.
Companies so often want customers to love them like a friend, however they struggle to see it happen. Why is that?
- Eric Christ
- Dillon