Reinvention Without Rebranding

When we were kids (by we I mean anyone who had rabbit ears on the television) there was an often used phrase, 'you don't need to reinvent the wheel...' but my how times will change and the wisdom that is meted out with those changes.

 

My latest television now connects to media that makes my pc obsolete. I purchased a time honored brand for the obvious reasons.

 

 

The manufacturer gets reinvention and where I and many like me are headed with our needs. Unlike many unsuccessful reinventions (no names here) I know what I'm going to get because despite so many product reinventions, the brand was not altered.

 

1) Quality construction - Check

2) Improved features - Check

3) Improved functionality - Check

 

Thank you, progressive manufacturer, for not asking me to trust that your changes would not disappoint or alienate me. Thank you for anticipating where I am as a consumer, and for believing in your company and offerings enough to maintain the brand while re-inventing your product.

We all run the risk of losing our brand while reinventing who we are and/ or what we offer. Change, while always the opportunity to improve, can be a period of confusion if not managed effectively.

So what to do?

Make sure the brand is well understood and translates easily into any new product or offering. Don't throw out the baby with the bath water.

In any size organization recruit everyone to your efforts from floor level to administration and continuously ask questions that drive conversations of comparison. 

• Do these changes support our core identity?
• Do these changes reflect what our customers want?
• Do these changes reflect what our customers need?
• Do these changes create an advantage over our competitors?

Roll out feels like a whole other topic so I'll leave this conversation off here, however I'll add some wise words a colleague of mine once asked, "does your stage crew wear black?" and leave the rest up to you.