By Martha Bartlett-Piland, MB Piland Advertising + Marketing Look into the proverbial closet of your organization. Chances are, there are a few habits or tactics you know you need to give up—but for some reason, just can’t. Worst case scenario: you have a vast store house that needs to be purged.
What’s still hanging around is weighing you down. It's a sign of sickness that needs immediate intervention.
Here are 3 kinds of hoarding that hurt your brand:
clinging to too many messages You can’t be all things to all people, and you can’t give them 10 reasons to like your brand.
You need one simple message. In a pinch, people can remember a 1-2-3. But more than that? Your brand voice just adds to the clamor assaulting people from all sides.
In trying to say everything, you say nothing.
Be disciplined to find—then amplify—your One True Message. Watch your organization grow and prosper.
failing to let bad customers go They’re the ones who complain about everything. The price is too high, the product is lacking. They’re dissatisfied at every turn. They’re slow pay. Maybe they mistreat your employees. Most likely, they're bad-mouthing your brand to others.
Why are you hanging on to them? Fear of losing their revenue is not an excuse.
Purge these oxygen suckers from your client list so you can devote positive energy to growing new business and nurturing relationships with current high-value customers.
Morale will improve—and so will your bottom line.
resisting tossing away outdated materials Is your work room filled with logo’d envelopes retired 10 years ago? Are you still hanging on to that box of folders with your old tagline because they were expensive? Are you still giving away outdated corporate swag?
This does not send a message that you’re frugal. It sends confusing mixed messages about what you stand for. It makes you look tired.
Your brand deserves a clear, compelling message. Clear out the cobwebs and see the bright, attractive new you in the marketplace.
You'll bask in the glow of more revenue and profit.
Often, less is more. Streamline and watch your organization flourish.
approach While most agencies focus primarily on a brand's outward effects, we start with the inside. A brand that's well understood and executed internally is exponentially more effective. It attracts and retains the best talent—and is more profitable. It's head and shoulders above its competitors because everyone in the organization is living and breathing the brand. They're "drinking the Kool-Aid," not just putting on a name badge and going to work.
thinking NO SILOS. We firmly believe HR, marketing, operations and sales must be in step and working together. We look at processes, sales channels and the referral base. Who are the fans? The detractors? What do they need? We analyze all internal touch points of a brand—and make sure they're aligned with the external. The result is a powerful, enviable internal culture because the brand essence permeates every touchpoint.
model We EXPERT SOURCE. Our team leaders strategically use open source, world-class creative talent: the best and the brightest for every client every time. We aren't limited by a staff with a finite skill set. We're nimble, flexible and scalable.
clients Our clients improve the health of individuals or communities. Many are rapidly growing companies. They're entrepreneurial thinkers who have mission and purpose.
- See more at: http://mbpiland.com/our-thinking/brand-alignment/228-3-kinds-of-hoarding-that-smother-your-brand#sthash.m6sb4LzA.dpuf