Commit to Business Innovation: It’s the Right Thing To Do
In today’s fast-paced world of technology, when it comes to business, you’re either growing or failing. Companies that embrace the innovative culture will be the ones that survive in our technology-filled society. To ensure the long-term survival of your company, innovation needs to be a part of your everyday business processes and segments.
Lucky for you, building a company that is rooted in innovation doesn’t have to happen overnight. Here’s a step-by-step guide to becoming innovative:
Step 1: Choose Success.
Like with other things in life, the willingness to change needs to happen within. Change any thoughts of complacency you may have and replace them with a new determination – to beat your competitors. This doesn’t necessarily mean getting rid of any methods you used to use to run your business, but it does mean you must accept change, learn new methods, and master new business tools.
In order to succeed, you must come to the realization that running a business in today’s society has changed. Buyer decisions are now made at a quicker rate than ever before, and often, only because a certain brand comes to mind first. Earning a top of mind awareness spot with your customers requires a new approach, focused on wanting to stand out from your competitors.
Step 2: Leverage Your Biggest Asset.
In order to be innovative, the next step is to leverage all your assets. Often times, the most underutilized asset to a business is not so obvious. It’s your brand – the unique combination of visuals that create awareness and an emotional connection to your company. If your brand isn’t contributing to sales, or even worse, if it’s hurting your business, then it’s time for you to rethink your brand development strategy.
We’ve been able to witness first-hand the tremendous impact of brand development, having worked with many HVAC and service-industry clients. Often times, it raises the bar for both their employees and their service area customers. The business as a whole feels a sense of pride and appreciation for the service they can deliver to their customers, and their customers have greater confidence in the services and greater recognition of the business.
The moment your brand becomes fully utilized, new opportunities will begin to arise. Untapped customers begin contacting you and annual revenue begins to increase. All of this exciting, new change occurs as a domino effect. However, none of this would have occurred without the initial will to change towards being an innovative business.
Step 3: Cover All Bases.
When it comes to the innovation of your brand, the foundation of your efforts should be to ensure that every touch point is a proper execution of your brand. These include but are not limited to:
- Social Media
- Vehicle Wraps
- Print Brochure
- Business Cards
- Storefront Design
Keep in mind that your goal is to claim ownership in every place your brand appears. Ensuring that your solutions are integrated is the key to gaining the most from your marketing budget.
An important step is to be sure that you assess, for yourself, which marketing channels are the most important for your business and use that as your starting point. For many clients, it’s unreasonable to say that every touch point can be switched at the blink-of-an-eye for the new branding. As an agency, we focus first on redeveloping the logo, since it serves as the fundamental component of the brand. From then on out, we are able to proceed to various projects, such as website design and vehicle design, without losing brand quality.
Step 4: Think Big.
In preparation for the future, you must embrace change and the impending learning curve. Think outside of the box and start with minor changes to your business.
Maybe there’s a sponsored halftime giveaway at a football game, as Harrell King Heating (Bainbridge, Georgia) does, or maybe your service trips include a free homemade cookie as Main Street Heating & Cooling (Salt Lake City, Utah) utilizes. Reflect on your own market and brand, and figure out a new way to surprise customers and bring them into a positive brand connection. Remember: your imagination is the only thing limiting your creativity.
Anticipate any future needs of your customers and think about how you can additionally service them, in order for your business to branch out. Once customers hear word of your additional service offerings, they will immediately associate those services as positive extensions of your brand.
The easier it is for you to operate your everyday business, the larger the capacity for your team to serve the community. To do this, make sure to leverage the power of your business network and constantly research operational innovations that will help your business run smoothly.
Innovation isn’t an annual occasion or a one-time event. Instead, it’s a commitment to doing better than what was done the day before. Embrace this challenge. Commit to changing for the better of your business, and prepare to leave your competitors in the dust.