Entrepreneurs prefer to look into the longer term, nevertheless it usually is sensible to additionally look into the previous of a model and attempt to determine forgotten associations which have helped the model succeed. What sort of associations must you be on the lookout for? Effectively, it actually is dependent upon the duty and the model. However this may be something from reconnecting with the unique intent or imaginative and prescient of the founders of the model, understanding what elements have helped the model develop all through its historical past, what forgotten model belongings will be revived and modernized to assist the model stand out.
KFC for instance determined to deliver the Colonel again a couple of years in the past after 20 years of absence in a extra up to date and iconic model after the corporate “hit all-time low” in accordance with then President Kevin Hochman. However “It wasn’t nearly bringing again the Colonel for advertising functions, Hochman mentioned, however bringing KFC founder Harland Sanders’ deal with high quality again as properly, and “not taking shortcuts”. This re-focus on Colonel Sanders obsession with high quality (“no taking shortcuts”), and the revival of him as a model asset allowed KFC’s to have six consecutive years of same-store gross sales development in addition to develop into a part of (pop)tradition.
One other instance could be Hershey’s chocolate reaffirming its affiliation because the model of selection when making smores round campfires with your loved ones and mates, one thing you may argue was already a part of American tradition (Hershey’s is already seen because the model of selection when making smores) however by no means claimed by the model so explicitly. And this affiliation you may argue gained renewed relevance in a world the place folks crave increasingly human connections (particularly throughout Covid lock downs).
5 Thought Starters
1. If in case you have the chance, undergo the model’s archives to know why the model was created within the first place and bear in mind what values and imaginative and prescient the founder(s) embrace and lived by.
2. Speak to very long time staff concerning the firm, its worth and the way it has developed over time. Ask them what was totally different then versus now. Ask them to share their very own tales concerning the firm or the founder.
3. Have a look at the model’s gross sales historical past and determine these years the place the model was notably profitable and attempt to perceive why?
4. Have a look at the model’s promoting and design historical past and attempt to determine these belongings that have been notably profitable for the model after which attempt to perceive why?
5. Speak to very long time shoppers or older shoppers concerning the model and attempt to determine what related which means they affiliate with the model. Ask them to share their very own tales on how the model match into their lives.
Contributed to Branding Technique Insider by: Ulli Appelbaum, excerpted from his guide The Model Positioning Workbook
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