December 2, 2015 media training, melissa pouliot

By Melissa Pouliot

mpmedia solutions started in 2000 in regional Victoria, when many businesses named themselves after themselves, still created their logos in basic desktop programs and branding was something they thought you did to your cattle.

Thankfully we have come a long way during the 15 years I’ve been in business, but not as far as you might think. And I believe the main reason is pretty simple – it is a natural instinct for people to resist change.

There are a whole host of other reasons too why businesses don’t invest in graphic design branding. Here are some that I’ve come across:

  • I have a high turnover and a long list of established customers, so why bother investing into marketing and branding?
  • My logo has sentimental value.
  • My administration staff know how to use desktop publishing programs, so I’ll get them to do something rather than outsource to a professional graphic designer and marketing firm.
  • It will take too much effort to change my letterhead and other stationery if I update my name or logo.
  • I haven’t got time to think about it.
  • I just run an ad in the paper when they’ve got a special deal on, they’ll design it for me for free.
  • I haven’t got the money to spend on it.
  • All my customers know the name of my business, and what do they care about my logo?
  • What will my customers say if I change? They mightn’t like it, and I might lose them.
  • I hate Facebook, so why bother being on there?
  • What’s twitter? I’ve never heard of Instagram.
  • Linked In, what’s that?
  • I know my website is out of date, but I don’t have the time to worry about it.

Does this sound like you?

During the past 15 years technology has advanced beyond our wildest imaginings. We have a really long list of ways to communicate and reach our customers, and we are living in a highly competitive and fast-changing business environment. It doesn’t matter what you’re trying to sell – whether it’s widgets or your professional skills – if you keep doing business the way you’ve always done it, there will come a day when you will be left so far behind you won’t be able to catch up.

I spend time with so many businesses who look vastly different to who they really are. Their branding says one thing but the reality is completely different. As a result, they are missing out on potential customers and new business, and most importantly, long-term success.

My advice to businesses in regards to their name, logo and branding is always pretty simple and it comes back to your business plan. Don’t think about today, or tomorrow – think about five years, even 10 years from now. Your brand is how others see you, how you want others to see you, and how others should see you. If you want to grow and expand into new markets, you need to look outside the square you’ve been living in.