Keep the Brand Signal Strong: Leverage What Makes You Unique

Companies that have been around for 80, 90, 100+ years are quite amazing. They’ve been able to withstand competitive and economic challenges, internal divisions . . . even wars and pandemics. So, what is it that they’re doing so right? The most successful companies have maintained a steadfast focus on keeping their brand signal strong and reinforcing what makes them unique. At the other end of the spectrum, those that have faltered have failed to keep their differentiation front and center. After all, when you’ve been in business for years and years, shouldn’t everyone already know what makes you special? It’s a risky assumption, considering industry newcomers can gobble up market share by more aggressively touting their advanced technologies, the products they’re developing or the streamlined processes they’re using. All the while, they can make long-standing companies look like dinosaurs.

Established brands that find themselves struggling often have a hidden innovation, whether it’s brilliant technology, an innovative feature or industry-leading engineering, manufacturing or service process, that isn’t being fully leveraged. That innovation must be protected, especially when there’s new ownership or leadership at the company. What’s special about the business must remain at ...