A change will do you good

With the day-to-day grind and the hustle and bustle of your daily work schedule, it is always tough to sit back and really focus on your own business’ marketing materials. As with the old expression everyone knows about the shoe maker and his shoes, a lot of times we focus so much of our efforts on our clients and external projects that we forget to step back and really evaluate our own materials.

Internally, we have tried to minimize this common dilemma. For starters, we boldly decided last year to officially designate Imagine Marketing as one of our own top clients. This helped us think in a more structured way about our materials and new concepts. It also helped us begin testing new innovations and creative ideas on ourselves first, and after the guinea pig tests were completed, we would confidently relay the successful ideas to our clients. It was a sort of litmus test that eliminated a lot of the risk with venturing into new concepts.

One of these new ventures, which has been enormously successful to us, as well as our clients, is our e-newsletter. We converted communications to the digital format and set out to feature staff, clients, interesting topics, and hopefully even educate a little along the way. You have no idea how great this tool has been in regards to client relations and how much positive feedback we have received. But just like any machine that is fine-tuned and running efficiently, we got comfortable and continued moving full speed ahead. We recently took a step back and continued this ongoing re-evaluation process. We knew that this process can only be successful if you continually work it. That’s why we realized it was time for a fresh approach to the e-newsletter … a la, the new look.

As Sheryl Crow sings in one of her songs, “A change will do you good.” I am a firm believer in branding and always preach about building a long-term plan around your image and brand, but that doesn’t mean you can’t continually implement new ideas and bring fresh approaches to your overall brand message.

At some point, a new and fresh idea is no longer new and fresh. That is what innovation is all about: taking something that eventually becomes bland and making it better or reinvigorating it into something new. It doesn’t always have to be a huge or overdramatic change. Just fresh and different. Even Arby’s agreed several years ago with their great “Different is Good” campaign (this is the ad nerd in me coming out). From time to time, you need to work on getting more comfortable with creating a change and not being afraid to do so. I can confidently say that I even have the President agreeing with me on this concept of “Change.”

At the end of the day, your business is what you structure it to be. I challenge you to step back for a brief moment from your e-mails and ringing phones, think about your own business, and realize that it might be time to fix yourself a pair of shiny new shoes.

Ehsan Kaveh is an account executive at Imagine Marketing.
Contact Ehsan at

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