Reinvention good vs reinvention baaaaddd
Catherine Warrilow ??
Brand Strategy for Attractions & Experiences with Purpose ? Brilliant plans for confused brands ? Industry Speaker ? Mentor ? Media Commentator
It's been a minute?{$name}
It's really quite ironic that for a living, I teach businesses how to grow a consistent, memorable and relevant brand strategy.
Because for my entire life, right back as far as I can remember, I've been hugely susceptible to things like:
?? Being a magpie and chasing after new shiny things
?? Getting absolutely and overly immersed in my latest fascination
?? Trying to do too many things
?? Needing to change up the way I do things on a daily basis
To the point that someone commented that I'm like Madonna - constantly reinventing. Strike a pose...
Any of this resonate with you?
This behaviour?can be a good thing.??
It pushes you to learn and innovate - not to put of change.
It can also be a very, very bad thing.
Having veered from good to bad and found a comfortable spot somewhere in the middle (I'm even writing a book on the topic of self-reinvention), I have some valuable tips to share.
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Here's how it applies to your brand:
?? A passing trend will do just that - pass.??
Don't reinvent your brand message or content calendar around it, figure out where it fits in as part of your always on messaging. If it doesn't, ignore it until it goes away. ?? A new audience demographic may open up for you
Don't change your tone of voice to appeal, it will come across as disingenuous and also turn off your existing, loyal customer base. Instead take time to understand how you can be situationally relevant to them and their lives within your solid, consistent brand voice.
?? You may feel bored with your brand look and feel
That's normal but you're going to have to commit to some level of steady relationship. Yes, experiment with the layers of your brand but ensure that logos, fonts and colours at minimum - and ideally photography style and composition, remain the same.? You should even go to far as to consider the words and phrases, emojis and analogies you regularly use.
What''s the takeaway?
? Evolve and finesse your brand.
? Don't reinvent for relevance; adapt for authenticity.
Until I see you out there,
Catherine.