Most companies operate as if their company brand was some fixed concept in the customers mind. They may feel they "own" the quality position, or that they are the price leader, or the supreme service providers. What they don't realize, is that a brand is simply a perception... one that changes from day to day. In essence, it's more of a living, evolving, growing organism than a fixed thing. And if it's living and growing... are you nurturing it?
Take for example Apple Computers. A few years ago they were known as innovative computer makers. Now they are probably more associated with music thanks to the popularity of iTunes and the iPod. So where does that put the Apple brand in the consumers mind? Are they still a computer company? A software company? A music service? The truth is that their image/brand/reputation, is undergoing a significant change; and to keep operating as if they were just a computer company with a popular new offshoot product would be a mistake.

I heard a speaker at a TEC Group meeting share that 40% of an average company's revenue would be coming from a completely new source in five years. That amazed me. It speaks to the constant change that takes place in every business. And because we get so caught up in the day-to-day grind, we often miss those slowly emerging trends.

Take a few moments this week and look at your company image as if you were the brand "gardener". Are you still in the same business that your started in? Honest? Have there been any changes in your products or services or pricing or quality that needs to be communicated in your marketing, your tag line, or your name? If you were Apple, would you just keep advertising computers... or would you present yourself as the doorway to a digital lifestyle? If Burlington Coat Factory is "More Than Just Coats" why not say so? If Southeast Airlines flies all over the U.S. then why not say so? When Abacus Computers came to us as a leading point-of-sale provider to the restaurant industury, it was apparent they weren't computer salespeople any longer. They were solution providers. Abacus Computers is now Abacus Business Solutions with the tag line "You can count on us".

So take some time and do some image trimming. Add a little water, some fertilizer, and perhaps even some weed killer for those outdated names. Then sit back and watch your brand and your business continue to thrive.

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