Brand Matters : An Optimism Retrospective

Was 2009 a glass-half-full or a glass-half-empty year for your brand?

I have a sign above my desk that cannot be argued with: "A year from now you may wish you had started today." Author Karen Lamb's advice gently nudges me toward action steps no matter the size of my goal, nor the type, personal or professional. It is advice I share with my clients, as well.

As 2009 wraps up, I want to ask you a question: What did you start this year?

Many business owners looked at 2009 as a "glass-half-empty" kind of year. Auto firms, banks and Wall Street brokerages were forced to start paying for their sins through closures, layoffs and government restructurings. Other firms seized the economic tumultuousness as a "glass-half-full" time to do the things they'd been planning to do, meaning to do, knew they needed to do or thought they better do before their competitors beat them to the punch.

Companies like Amazon, Best Buy, Campbell's, McDonald's and Netflix can look back on 2009 with long lists of new and continuing corporate brand strengthening activities. Whether introducing new technology, more viral employee communications programs, or game-changing product enhancements and reformulations, or offering a $1 million prize to improve an experience, these companies lived and breathed optimism.

"Optimism is essential," Amazon founder and CEO Jeff Bezos declared, and, indeed, for these forward-thinking companies, a glass-half-full perspective nudged their brands toward new and significant breakthroughs. They were not paralyzed by the past, the present or by fear. They took action to get and stay closer to their customers. They took action to play in the game of the new normal where customers are much more conscious and intentional about their purchases.

As I write this, I can hear glass-half-empty readers objecting: "But what if my pockets aren't as deep as Amazon's or those other firms'? What if my company isn't as well-staffed or as well-funded as these giants?"

I firmly believe that optimism is not a size issue. It is strictly an attitude issue. This year, I've worked with an eclectic mix of clients in a variety of industries (financial services, publishing, nonprofit, children's clothing, stationery and gourmet food, to name a few), and none of them had deep pockets or large staffs. What they did have was an unwillingness to continue to do business as usual, an imaginative spirit, a desire to re-energize their employees and reconnect with their customers and provide relevant solutions to their customers' pain points.

So, the real question is not how deep your pockets are or how large your team is. Or whether you are a B-to-B direct seller or a financial services firm. Or a publisher, wholesaler or a nonprofit. Rather, are you a glass-half-full-company that starts things?

Take a look at a few companies that have things to share about what they started in 2009.

The Franchisor: Three Dog Bakery
According to Laura Brady, vice president and general manager of franchise bakery operations for Three Dog Bakery (www.threedog.com): "Despite all the negative news stories regarding consumer retail spending, Three Dog Bakery recognized the opportunity to drive traffic to its franchise stores in this lackluster retail environment with an on-trend product launch. In late spring we rolled out three new, all-natural dog treats and food aimed at consumers wanting a healthy choice for their dog. While it might have been a risky time to launch a new product, consumers responded favorably to our new Lamb Entrée (wet dog food), Wheat Free Lamb Bakery Blend (dry dog food), and Gracie's Garden Sweet Potato and Carrot Chews helping Three Dog Bakery franchises exceed sales expectations in a tough economic environment."

The Nonprofit: Christian Brothers Services
Pamela D. Mott, chief human resources officer for Christian Brothers Services (www.cbservices.org), a nonprofit comprehensive benefits firm, shares: "The majority of our 195+ workforce are long-term employees, though about 25 percent have been hired within the last five years. Our rebranding process provided the opportunity to bring the groups together to share their CBS experiences and, most importantly, to learn from one another's interactions with customers.

"The rebranding process gave us not only a fresh, new look—new logo, tagline, Web site and print materials," Mott continues. "Foremost, the process gave us a shared experience with a renewed focus on our customers and the employees who serve them; a strengthening of our identity as a Christian Brothers organization; and a renewed sense of pride in the good work we do in support of the ministries of our customer organizations. The launch of our new look was a true celebration."

The Publisher: Saint Mary's Press
For John Vitek, president of Saint Mary's Press (www.smp.org), 2009 has been a year full of many new starts: "This has been an opportunity to take a good look at where we're spending our time and resources. Yes, we've reorganized some positions out of the company, but not to save money—rather, to make sure we're highly focused on those things that are critical for future success. We've set out a bold, aggressive goal for leading our industry in the fledgling digital landscape. Yes, we've cut costs from nonessential areas—those areas that build up during more comfortable times—but more important, we're hiring and committing to expenditures that will position us to be relevant to our customers regardless of the economic landscape.

"Too many organizations get caught up—stuck, really—in the uncertainty, trying to cling to 'yesterday' or worrying about 'tomorrow.' The problem, of course, is that they miss the incredible opportunity that is right in front of them, right now. The key is to maximize every moment, focusing on what we can do excellently today! We must recognize that there are no guarantees. We do the best we can with the information we have at hand and apply our collective insights, today."

So, as you think about what you'll start in 2010, remember what Helen Keller said: "No pessimist ever discovered the secrets of the stars, or sailed to an uncharted land, or opened a new heaven to the human spirit." May 2010 be a glass-half-full year for you and your brand. yy

Andrea Syverson is president of IER Partners, a strategic consulting company in the Rocky Mountains specializing in innovative brand and merchandising matters. She may be reached at asyverson@ierpartners.com.