Often we treat our brands like the way Ron Popeil designed his Ronco Showtime Rotisserie & Barbecue, you can “Set It and Forget It.” However, managing your brand is more like space travel. How so?
Think of your brand like a space capsule orbiting the planet. Your job is to make small adjustments in thrust to maintain the proper trajectory. You are fueled… by great service and products.
But, like any space adventure, it can’t all be smooth sailing.
During your starship voyage, there are two forces simultaneously working against you. The planet’s gravitational force pulling you in, and new horizons of space drawing you out.
Gravity, Pulling You In
This is what happens when you don’t meet customer expectations. When you don’t deliver on the promise of your products and services. When you slack on service. When you don’t provide enough employee training. When you cut corners building your products. When you leave your customer to figure it out.
Not enough thrust, and Houston…you have a problem. You’ll find your company burning up as it plummets towards the planet’s surface.
New Horizons, Drawing You Out
Too much thrust, and you shoot out into deep space. This is what happens when you try to get too big too soon. Launch line extensions and transformational products with caution. Too “far out” and you’ll fall off of your customers radar. Hooters Airline? Precious Moments Coffins?
Too eager to grow and explore may get you lost in deep space. The same craft that took you to the Moon, isn’t necessarily equipped to you to Mars. Before you warp drive for growth be sure your systems, process – and especially your customers – are ready to ‘boldly go’ with you.
Maintain Your Course
Your brand isn’t a static thing you can set and forget, it needs to be monitored and adjusted.
Successful flight requires you maintain enough thrust – satisfying your customers – to keep you airborne. Going easy on the controls – avoiding too much thrust and the possibility of losing contact with your customers – prevents getting lost in deep space.
Here’s to having an out of this world brand!
Paul,
Fantastic post… Great thoughts and so clearly laid out. As a business owner I know that in the end its about brand,USP and good customer. Sometimes it feels as though you’re lost in space and other times it’s like you’re careering towards earth and about to make a huge SPLAT.
This is without doubt one of the best ways I’ve seen of keeping all that in balance as well as keeping moving.
Once again, thanks for your thoughts
Andee… Thank you for the kind words and for taking the time to comment. This was one of the best metaphors I could come up with to describe these competng forces.
Nice Post. Thanks for sharing.
Hey, Paul, good stuff. I think I’ll link to this in my next e-newsletter. This is such an great explanation. Thanks!