The Best Can Get Even Better
By Patricia Belyea / Guest Columnist
Marketing / June 2004
It has taken me a long time to recognize that our creative firm can't fix broken companies. We are not the right solution for organizations in distress. Those groups need a lot more help than branding or marketing.
Our work is valuable for vital and ambitious companies. Whether they are start-ups or global corporations, a common theme among our clients is a continued desire to reach their fullest potential. Beyond just desire, these companies are working on all fronts to do their best.
The humanistic theory of motivation (which you probably learned in Psychology 101) states that humans are driven to achieve their maximum potential. The Hierarchy of Needs, visualized by Maslov's Pyramid, shows basic needs on the bottom, with security, a sense of belonging, esteem and, finally, self-realization on top. Humans must focus on basic needs such as food and safety before they can focus on higher levels such as education and recognition.
In business, the same is true. If the basic needs of a company are not met, it can not ascend to higher level functions. Branding and marketing can not be used as quick fixes for companies on the brink of disaster. Instead they are long-term strategies used to reach optimum performance.
Recently Belyea had the opportunity to re-brand Wesley Homes, a sixty-year old retirement community in Des Moines. The more we learned about this well-established organization, the more golden it looked.
From the inside out, Wesley Homes is dedicated to serving the senior residents in its care. Its leadership is strong. The staff is remarkable. Its balance sheet is healthy. If Wesley Homes was so great, why did it need re-branding?
There were two real reasons why Wesley Homes choose to refine its brand. First, it is building a new community in Auburn. Second, it has not updated its messaging or collateral for five years. But just as importantly, Wesley Homes is determined to being the best it can be.
Without making any changes, Wesley Homes could continue to be successful. Older adults and their families would still sign up. And marketing materials for the new campus could be whipped up by just about anyone.
Yet the leadership saw a need for telling Wesley Homes' story in a compelling new way, updating its look and building a comprehensive suite of marketing materials. Solidifying the Wesley Homes' brand for both locations is useful for launching the Auburn project. The re-brand also adds value to the organization and enables it to consider further growth.
We can't make a diamond out of coal with branding and marketing, no matter how much we squeeze. But we can take a raw diamond and polish it so that it sparkles.
Well-run companies with a passion to perform at a higher level are prime candidates for a branding initiative. The investment will be repaid many times over in improved market recognition, increased commerce, employee pride and performance, and increased shareholder value.
Patricia Belyea is founding principal and Creative Director of Belyea, a graphic design firm specializing in branding and marketing programs. She can be reached at patricia@belyea.com or 206-682-4895.