When you started the business, you probably had to wear many hats and do everything. From doing the work, to the invoicing, deliveries, and yes, janitorial duties as well. For the majority of entrepreneurs, that means probably doing the marketing and design as well. Even though it’s not their strong suit. Even though they no longer have to do the design, and can hire someone else to do it.
Many times over the years I’ve seen business owners hold tight to design that means a lot to them-personally. There’s a sentimental reason they’re hanging onto things. It’s probably because it reminds them of their “roots,” how they started, the original struggles. So there’s a lot of history there. And that’s nice.
The problem is that time has moved on. The business has grown, but the business image has stayed stuck in the past. It still looks the way it did when it started 10, 15, 20 years ago. And it doesn’t say “success.” It brings to mind things like,
- lack of experience, “we’re not making any money yet”
- “we are just starting out”
Is that really where your company is today?
Take logos as the best example. Over the years, I’ve seen many business owners hold on to a logo that simply made no sense. The “butterfly logo” is best example that comes to mind. In past years, I’ve seen a good number of businesses adopt the butterfly as their logo, their “look.” It was an image that evoked certain feelings. It was an image the business owner personally loved.
Unfortunately, that image didn’t relate at all to the business. But it stayed on. And on. And next thing you know, it was a decade or two later.
It’s February of 2020. The second month of the new decade. This month, look back and think whether some of the decisions you made were based on sentimentality. Like that logo your 12-yr-old designed when you first started the company. Now ask yourself:
Does that really reflect where my business is today?
I’m willing to bet the answer is no. Your business has probably grown and evolved. And chances are, that cute cartoon logo no longer reflects the successful business you have built.
Growing your business and improving your business means moving forward. And your brand image has to come with it. It has to reflect the progress you’re working so hard to achieve. Aesthetics have changed vastly since you started your business. and to be honest, few people will care that your firstborn “created your company image”. People need to see a business image that reflects the values of the company. People need to see a brand image that makes them trust you to do business with you. They won’t care about the sentimentality you’re holding on to.
If your business is no longer that small outfit in your basement, make sure your brand image shows that as we move into the new decade. If you need someone to help you through the updating process, or you’re not sure what steps to take, get in touch with me. I’ll be happy to help.