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You Gotta Constantly Reinvent Yourself to Stay Relevant

By: Devra Callaghan

I’ve been in the marketing, advertising, PR and branding industry for nearly 20 years. In that time, I’ve provided strategic counsel to hundreds of business owners, executives and marketing professionals.  Over the course of my career I have come to realize that successful organizations have one thing in common: a willingness and ability to continuously reinvent the company image.

If you’ve been using the same company name, logo and mission statement for the last 20 years, you may be wondering why any business leader would intentionally shift away from the tried and true.  Good question.

The easy answer is the market is constantly evolving and your 20-year old brand may no longer be relevant, competitive or appealing to target buyers. Industry lingo constantly changes, market expectations continuously evolve and decision-maker profiles are always shifting. If you are not keeping a finger on the pulse of the marketplace and scrutinizing your organization’s ability to resonate with your target audience, you’re probably losing significant market share to more dynamic competitors.

My company, Synergy Marketing Group, reinvents companies every day. In fact, we typically re-brand 12-18 businesses every year. Our brand strategy engagements usually include a mix of company (or product or service) naming, logo development, key message development and corporate identity creation. This aesthetic make-over is only the first step in becoming relevant to today’s buyers.

Once we develop a solid brand platform, our clients usually engage us to take their new brands to market to capture revenue from an entirely new sub-set of the marketplace. We accomplish this in a variety of ways; through lead generating/converting websites, search engine optimization to help our clients be found on the Internet; e-mail marketing to improve customer retention as well as up-sell and cross-sell products and services to existing customers; advertising and public relations to improve credibility which ultimately shortens the sales cycle; and sales support to help our clients close deals.

If you’d like us to help you determine if your current company image is relevant to today’s buyers, contact me. I can be reached at devra@synergy-mg.com or at 317.205.9690 ext. 227.