“Activating your brand is not a one and done activity, it is an ongoing process that requires work on a weekly, monthly and yearly basis.”
–Alex Cavoulacos and Kathryn Minshew
Some quotes should be ingrained into your everyday goals and objectives, and making sure to activate my brand on a daily basis is one of them. Recently, I had to share this quote and Alex Cavoulacos and Kathryn Minshew’s book “The New Rules of Work” with a former client. Not really sure what my former client was thinking about…
In 2016, my agency received a call from a East Coast small business owner. She was looking to improve her brand and web site. She a bottling company, which up until 2015…only service individuals in her town (about 5,000 people). The company was doing well, but she wanted to grow her business. She had ventured out to a couple of conferences, and introduced her products to a couple of investors.
After about a two month courting period (at least we felt like we was courting her…one day we got the project, then the next we do not), we was awarded the project. Spending several weeks reviewing her competition, bring on board a wordsmith for the content, and working with a search engine optimization expert, we hit the ground running. Showing our client several design mark ups, she was very involved in her brand and web design. We started to work on a launch party and began a couple of social media campaigns geared toward the launch of her new web site. Unaware, but a couple of investors had got wind of our efforts. They reached out to her…she began to put extra pressure on us to deliver our best web site to date.
We finished the design a few days earlier. Presented the site to our client, she was very happy about the site. We explained that it not only showcase her products. We had place an area for stores outside of town to solicit her for license to sell her products. She had told us about a couple of conferences, which she was going to attend. We place a calendar on the site, and create a couple of marketing campaign advertising free samples for select time and place to introduce her products.
We hit a home run with regards to the web site and branding development. Knowing that the contract allow us to continue to work on her brand for the next 18 months, we began to work on strategies to grow her company and business.
About 6 months into the contract, the company hired a marketing director. We were summons to the East Coast to discuss all the elements of the web site. Our branding plans were put on the back burner. The marketing director would be responsible for growing the companies revenue. Working hard to make sure the web site was in line with all the new marketing promotions, we would hold weekly, then bi- weekly, and later monthly meeting with the Marketing director.
Soon we found that the only conversations between us and the marketing department was make this change or update this image on the site.
Your services are no longer needed
A week before our contract was due to renew, we received a letter which stated “your services are no longer needed.” It was a relief. Our client was paying a lot of money to us, and not utilizing any of our branding advise or suggestions. Sending them a thanks for the opportunity and form about how we did (which they did not fill out), we parted ways.
Occasionally, we would mentioned if the site was re-design. It took about two months, and up a new site replaced ours. Once we saw it, we could not believe our eyes. It was a one page site. Top section was a video of someone drinking one of their products, next section gave a list of products, and bottom section was a contact form.
The had moved from a 6 figure web site (and proven success) to a couple hundred bucks site. Maybe they have sold the company and are just waiting to announce the merger.
Can you activate our brand?
A few weeks ago, we received a call from our old client. Business had been a struggled. Too many hires. Too many hands in the fire. Needed the old web site. As we begin to ponder if this would be a good fit, our former client hung up on us. Feeling this was probably best for both.
As fate would have it, she would call back. The company is on life support. While it did enjoy a small surge, during our branding collaboration…it did not meet her investor’s demands. She was back to servicing her town, and that was not a easy thing. While we are not sure if she will be a good fit, we did provide her with a nice book.
Activating your brand is not a sometimes ideals, it is something that has to be done on a daily basis.
Image courtesy of Andrea Natali.
JDS WebDesign is a Web Design and Brand Marketing Agency located in Marietta, Georgia. We create AWESOME on line presence for Start-ups and Influential People/Organizations. To learn more about us or how we can help you and your organization, you can contact us.