How's Your Backside?

Pardon ME????!?

No, no, no – not that backside. I’m talking the “marketing life-cycle” backside. Think in terms of your job search; if you’re in the category of “long-term” unemployed, you have a branding issue – how do you continue to promote and differentiate a brand (you) that is way past the honeymoon stage?  What is your strategy for keeping that brand profitable in the mature stage?

When independent consultants break off into their first venture (present company included) we are constantly defining and refining our message. It’s drilled into you very early that you must identify and communicate a brand to establish yourself in a crowded marketplace. “What’s your elevator pitch?” and, we, in turn, we spend a lot of time innovating, creating, simplifying, and testing our story.

Well, how does that relate to your job search? When was the last time you seriously explored the need to breathe new life into your brand message?

Use the pharmaceutical industry as a model for the importance of “mature brand strategies.”  Patents will eventually expire. As the pipeline for new products starts to dry up, it becomes even more critical to keep the “back end” strong for the existing portfolio: creative pricing, loyalty programs, new packaging, dosing changes ~ there’s a lot of ways to skin this cat.

So how about you? Are you a “mature” product in this hiring market? Why not create a new branding message that establishes who you are now vs. what the “rest” of the market provides.

In other words, it might be time to work on that backside.

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