WHY RE-BRAND YOUR BUSINESS?

When you see a company with any type of longevity (in any market) re-brand, it’s a strong indication to the general public (and their existing client base) that there has been a shift in overall business strategy.

Re-branding may be driven by any number of variables so I'll list the the top three that come to mind:

1. Stimulate Consumer Expectations: Not because the current brand is losing its relevance but more because the buying public love things that are new and fresh. Design, technology and advertising mediums are always changing. A re-brand under these circumstances has an overall objective of generating a buzz within your buying community letting everyone know you are going strong and here to stay.
2. Change in Ownership: When partnerships end or large capital dollars are used to acquire a current business, re-branding will usually ensue. (This may be more in small/medium sized business in that the partner that retains ownership wants his buying public to know that a significant change has occurred.)
3. Change to the Business Environment (where the overall brand exists): Most often this is a strategic change in competitor dynamics which dictates a re-brand. (Such as, low end to high end, wholesale to retail.) I think of it was opening a new business with in a business or the directional change is so definite a name change is also a factor.

Yes, re-branding is an exciting process but it’s critical that the entire business be trained to focus on the new brand. Be sure to establishing an ongoing program for measuring employees’ consistent and complete use of your new strategic position. Everything from sales messaging to letterhead must be taken into the equation.
No matter what the change in business strategy – the most common mistake made by companies when they make the critical decision to re-brand is they assume that the exercise is a one day affair. This is a gigantic mistake! That will cost your bottom line dearly.

WHAT TO DO? Addressing Slow & Off Season Sales

The ‘off season’ affects every business; and it affects every business differently.

Some businesses see their incomes soar during the Christmas season and most tourism based businesses may see their incomes soar during the summer.

Some businesses may burst at the seams when the school year starts while others may burst only at the seams if the temperature falls below freezing. Every business has peaks and valleys.

When is your busy season? When is your off season? How do you survive the slowdown in business?

Let’s look at five specific ways you can deal with the slow season and use it to help build your business and position yourself for growth:

1. Follow up with old customers: During the busy season, you probably don’t have the ability to spend a lot of time following up with customers. Now that you have the time, get into the habit of following up with customers. (It doesn’t matter that it’s been six months or a year, give them a call or drop them an email to let them know you are still able to serve their needs.)

2. Create a special. Consider your profit margin carefully and create a seasonal sale. ‘Sales’ can be a great way to build business but be careful that they don't become expected. Doing that may shift your busy season into your slow season because your customer base will wait for your product to go on sale – as it does - the same time each year.

3. Try repackaging your products. Find your way out of an off season by changing your niche or your customer's idea of your product. If you sell gardening tools and your off season is fall and winter, consider packaging those gardening tools together with soap, gloves, and seeds in a gift-wrapped basket and promote your repackaged product as the perfect Christmas gift for grandma. Do you currently offer gift certificates?

4. Test a new product: If you've been toying with an idea to add to your product line, now might be a good time to do it. Don’t initially expect strong sales but launching in the off season will give you time to test consumer reaction, potential defects, and marketing angles. Most importantly, you have the time and won’t have to stick a large amount of investment into inventory.

5. Schedule future business NOW: Get around your off season by offering customers a discount if they pre-paid for service they would receive later. (Lawn care companies are well known for doing this.) Remember that you will end up doing the work later during your busy time so make sure you have your staffing levels ready for it.

There are so many approaches to successful offseason marketing. It just takes work and a solid commitment. How does your business market and sell in the offseason?