by Linda Kleist
This week I met with the owners of a small family-owned and operated business. They asked me to come in and talk with them about their logo. They are celebrating 26 years in business and Tom, the father who began the business, was a quiet listener while the son, Brian, was venting his frustrations with their old logo.
“Everything about us looks old and small. We have a vision to grow and we out-perform our competitors–but we look just like them, or worse!”
I looked at Tom and asked him if he felt the same. He answered in a slow, reflective tone, “I’ve built this business on an old-fashioned work ethic and integrity. My reputation is solid and it’s difficult to think that I have to spend time and money to change our logo, which means changing our trucks, wearables and everywhere else we have it.”
“Building value in your business on a solid reputation will never change, Tom,” I responded, “Still, doing business today is different than it was 25 years ago.”
“You’re right!” He seemed to spring to life, “I’ve got the most clumsy website from a company I pay every month and it does nothing for us. When people look us up, that’s what they see. It doesn’t reflect who we are at all! For years all I needed to do was renew my Yellow Pages ad, but not anymore. So,” he said with resolve, “I’m ready to do what it takes to bring us up-to-date.”
Who Moved My Cheese? Listening recently to this allegory published in 1998 by Spencer Johnson M.D., reminded me of this small business and so many others I talk with. The characters, Sniff & Scurry are like the son, Brian. Tom, the dad, like Hem & Haw.
What rewarding work we have here at Identity Creative as we see “Haws” break through, embrace change, discover new facets of their company’s brand and grow!
If you’ve never read the story, or haven’t in a while, the new-year-momentum is a great time. Listen to it here, or watch the animated version.
Then, leave a comment about finding your cheese. Happy New Year!
