Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers and a beachy attitude (even here in the midst of the Rocky Mountains). As a greeting card from artist Renee Reese playfully reminded me, the summer season is nearing its end. Rather than bemoan its passing, why not spend some time with your brand leaders reflecting on these questions:
Has your brand taken full advantage of this season's learnings? For companies like Ben & Jerry's, these 100 days from Memorial Day to Labor Day are the company's prime ice cream selling days. For back-to-school retailers like Bed, Bath and Beyond and Staples, the late summer proves to be a mini-Christmas. Nordstrom's annual Anniversary Sale in July/August is highly anticipated by its customers and gives the company a retail boost that most of their competitors won't see until the fourth quarter. Even if your peak selling seasons don't fall in this timeframe and your brand braces itself for the dog days of summer, it still can be a quietly productive time of the year. What did your brand do differently these past 100 days to help strengthen your customer engagement for the next 100? What more did you learn about your customers' lives and pain points that will enhance your service levels and enrich your product development efforts?
If indeed this is a quieter season for your brand, why not literally get out of your office, away from your devices and take your leaders on a Brand Vacation day to explore and learn from what other companies in noncompetitive industries are doing? Go to a gardening center and see how the owners entice their customers to keep coming back for more plants and flowers all summer long. Go to a new restaurant in your town and see just what the trendy new chef is cooking up to lure patrons to this establishment. Go to a store in the midst of back-to-school madness and see how it organizes and promotes each school's necessities for the kids and parents. Go to any enthusiast-specific retailer (camping, cooking, beauty, hardware) and see what impulse items they are selling to their brand fans. Gather back together and relax over a summer cocktail and talk about these field trip learnings and their potential impact and inspiration for your brand.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.