Success changes everything. It also increases expectations in regards to the brand itself and the management of the company because all areas require continuous development to make sure that the success is sustainable.
Every successful business reaches the point where familiar structures and dimensions just don’t fit anymore. This means that tough decisions will have to be made: should you grow or consolidate? Should you specialize or diversify? What financial consequences will your decision have? What will it do to your organization? Answering these questions will determine whether or not your business continues on the road to success. Your brand, communication and brand identity also need to be analyzed in order to ensure that public perception of your brand accurately reflects what your business does.
Growth changes requirements on all business areas, but often the focus lies on organization and structure. Output and production efficiency increases, management processes are optimized and efficiency grows. Yet the natural evolution of the brand experience is seldom afforded the same attention. And why should it? Doesn’t success speak for itself?
This is what makes hidden champions. They tend to fly under the radar. With the drive to innovate and the power to perform, medium-sized companies often dominate their niche. Yet they tend not to seek exposure and thus often remain unnoticed beyond their own market. There is a huge gap between business performance and communication impact.
Success stories need to be told in marketing and sales communication. Changes in the offering and performance of a business must become an integral and effective part of all internal and external communication. However, companies often fail to communicate effectively as questions are often addressed from an operational rather than a brand perspective. Businesses need to ask themselves: What makes us special in the market? How are we relevant? What is our overarching promise? If there is no internal consensus as to the answers to these questions are, it is unlikely that external target groups will have an idea of what your company is all about.
When things are going well, there is little incentive to continue developing the identity and potential of your brand. You are therefore likely to undersell your brand, as the ability to compete can only develop if its potential is consistently communicated. In other words, technology and quality leaders that are wearing last year’s fashions miss the opportunity to build on their competitive edge in preparation for the future. Clothes, after all, make the man. Companies must keep up with the latest fashions – they must consistently communicate their success stories. This is why brand identity should always reflect the performance and values of the business.
Success brings new challenges and demands for the whole company. This success becomes sustainable if brand identity and brand communication are constantly developed and guarantee a consistent brand experience. In this way, a credible link between the brand’s heritage and future can be created.