Photo Credit: www.flickr.com/photos/elgrandee/

I don’t frequent fast food establishments often. Growing up, it was a treat we indulged in for vacations or as a reward. Such was the occasion this weekend, when my fiancé and I decided to swing through the Wendy’s drive thru as we concluded our weekend trip. I suggested Wendy’s because I fondly remembered those thin square burgers, fat French fries, and yellow cups.

Much to my surprise the Wendy’s we went to didn’t resemble the “Old Fashioned Hamburgers” Wendy’s that I remembered at all. The burger patties were different. Still square, but now fat. The fries were fresh cut –the kind with a hint of potato skin showing. And the cup was not yellow, although Wendy’s face was still on it.

When had Wendy’s changed so much?  It probably happened over a decade ago, and I just discovered it. But it got me thinking. This must be what it feels like for members of membership-based associations when they return after being away for a while, especially for those organizations whose members join in high school or college. It inevitably happens in these organizations. Life causes members to take a break, but if and when they return as alumni, will they recognize the organization they once loved and that they still have an affinity to?

As I chewed with disappointment on my French fry, that is all I could think about. All organizations must change and adapt to remain relevant. I’m sure Wendy’s has had to make many changes to remain relevant in a world with McDonalds, Burger King, In and Out, Jack in the Box, Hardees, etc., not to mention healthy fast food options.  But while changing to compete you can’t abandon those things that make you who you are.

Membership based organizations, even those steeped in tradition, have to change to be relevant to new members and potential new members. But it is a balancing act. You can’t lose sight of what it is that folks have always loved about you. Those are the things that bring your alumni back. Remember, your organization’s brand value is based on member expectations, memories, stories and relationships and just like a commercial brand, its value comes from how meaningful it is in the life of your members.

I’m sure there are some that would argue with me, but I believe you can’t change everything, or at least you shouldn’t. Some things should remain sacred; the things that impact what the vast majority of your members remember fondly about their experience with your organization.

I miss my “Old Fashioned Hamburgers”, French fries and yellow cup.

As you may have heard, last week Quaker Foods announced that Larry, the plump mascot that has been an icon of the brand for 135 years, has shed a few pounds. The changes are subtle and even hard to see when you compare them side-by-side. Larry’s hair is shorter, neck is thinner and his full rounded face is more slender. In addition to Larry’s makeover, the Quaker logo has been refined—its bold look has a retro flair. The most noticeable change is how Larry and the brand name are housed in a bright red background.

Larry isn’t a fashion victim, or trend setter, it’s just a simple evolution to keep the brand identity relevant and current. Several years ago Betty Crocker went under the knife, the result was a much younger, more contemporary looking woman. She isn’t your mother any more, she now looks like your neighbor. General Mills spent nearly two years researching and designing and testing both Betty and the revised signature spoon. One surprising thing the company found was that the beautiful cake and cooking images featured on their packaging were too perfect. While consumer’s thought the tasty treats were appetizing, they felt like it was not a result they could achieve at home. So, when new packaging images were shot, the perfectly peaked frosting was gone and replace by creamy imperfect swirls. This new “home style” look even features crumbs on the plate.

So, what can Larry and Betty teach us? It’s simple; your brand identity is not a static thing, it needs to change and adapt to your audience over time. In the same way you might revise and rethink a strategic plan. These changes don’t need to be drastic. Remember it’s an evolutionary process that builds on what already has been established. It could be as simple as tweaking the color or refreshing the logomark’s type treatment.

I encourage you to look in the mirror and see if your brand needs a little Botox to stay connected with your audience. When was the last time you evaluated your brand identity? If it hasn’t been during this century, it’s probably time to go under the knife.

One of the most difficult things to deal with is saying goodbye and letting go. Recently it seems as if there have been quite a few goodbyes going around. Goodbye to beloved Summer, goodbye to my dear flip-flops and finally goodbye to two spirited Willow shrubs who have recently moved on to new opportunities. (Spain isn’t that great… okay, maybe it is.) Same thing goes for trends, they come and they go. (I state this as I eaves drop a conversation at the coffee bar about the hyped up “planking” and the little paper clip helper, Clippy, in Windows ‘98.)

This leads me to the thought that there is a time and a place for a brand overhaul. My question to you is when? What determines when to scratch the existing material, say goodbye and move on?

An article found on Ragan.com stated what they thought. If you have the time to read up on it, do you agree/disagree? Do any of the points hit home? Let us know your thoughts. If you want, you can also throw in some things that you’ve been saying goodbye to and we’ll offer a hug, if you’d like.

I’m a note-taker; a doodler of sorts. One who must write, write, write whenever I’m presented with any new information. Why? Because unfortunately, I do not have a memory like an elephant. Now, special events, like my wedding and the birth of my child, I’ll remember. But if you tell me to do X, Y, Z on this date at that time, I just might not remember. It’s not like I wasn’t listening. Most likely, you had my full attention and I heard every word you said, but for some reason part of the message just didn’t stick to the wrinkles of my brain.

So, to remedy my random amnesia, I write it down – on whatever little piece of paper I can get my hands on. In fact, I have a special little notepad on my desk specifically for this. If a brilliant idea pops in my head, you better believe that little notepad is going to be the place it lands. Whether it be a list, a sketch or what I like to call a brain doodle, pen and paper will make it happen. I think that some of  the best ideas come from little notes and doodles. It may not seem very eloquent, but it gets the job done and sometimes it gets the job done better than immediately jumping on the computer.

Allow me to share an example of pure genius ala doodle. You’re familiar with the Citi logo, correct? Well would you believe that it was first created on a napkin? In 1998 Paula Scher of Pentagram, the world’s largest independent design consultancy, created the initial concept for that logo on a napkin. That’s right, a napkin. She didn’t high tail it to a computer and start designing – partially because it was 1998 and computers really weren’t the main tool for designing quite yet – instead, she sketched it out. And now, one of the largest financial institutions in the world has a strong and recognizable brand that has permeated its way through the entire logosphere. (You can read more about the creation of the Citi logo and Pentagram by checking out Pentagram.com)

So I challenge you today to step back, pull out that sketch book, journal or that sticky note sitting on your desk and start doodling. It’s hard to believe, but you may have to even turn away from your computer screen. However, there’s no telling just what kind of genius might come out onto that lil’ piece o’ paper.

What are some other avenues that you take to help dish out your creative ideas? We’d love to hear about them!

Sources:
http://pentagram.com/en/new/2007/02/moving-to-the-big-citi.php
http://www.designthinkers.com/pdf/paulascher.pdf

FWRadiology – Rebranding, Strategic Planning, Campaign Development and Implementation
Fort Wayne, Indiana

Client Profile:

FWRadiology delivers quality inpatient and outpatient imaging services to patients in Allen County and throughout Indiana, southern Michigan and northwest Ohio. Outpatient centers such as Open View MRI, Breast Diagnostic Center and PET Fusion Imaging are operated as joint ventures with Parkview Health System and complement the physician group’s commitment to provide imaging services and interpretations throughout the Midwest.

Business Challenge:
To grow the business within the state of Indiana and regionally.

Willow Marketing Solution:
In the pursuit of growth, FWRadiology has a great story to tell.  They have a history of innovation in the industry including many “firsts” in Indiana and nationally. And, with the support of a strong, motivated management team, the staff of 22 physicians have the experience and medical fortitude necessary to make the growth a reality.

Willow Marketing worked with FWRadiology initially by going through our branding processes, the P3 and 4D. We found a definite disconnect between the outdated brand and messaging and the truly progressive and forward thinking that encompassed the organization. By going through the rebranding process, we were able to create a new look and message that better represented FWRadiology, identify goals and objectives and better define our target audiences. By creating a brand that more effectively communicated the company’s fundamental nature, we were able to better communicate to their audiences.

FWRadiology Letterhead & Stationery

After rebranding, a key tactic was to develop a new website to more effectively communicate with the primary target audience and the “end-user.” The messages communicated the technology, flexibility and experience of the group.

FWRadiology Website

Another key factor to growing the business was to create a successful and ongoing physician referral program. We established a multi-faceted approach to develop and maintain relationships with current and prospective referral sources within and outside of the 150-mile radius of Fort Wayne.

FWRadiology Direct Mail Campaign

Our work has allowed FWRadiology to expand their services into additional hospitals and physician groups. Willow is currently working with FWRadiology on a retainer basis with key objectives including more patient awareness, attracting top-notch radiologists to the group and growing our physician referral program. We have accomplished our objectives through the following items:

• Overall strategic marketing and communications plan and strategy
• Recent rebranding of one of the outpatient centers, The Breast Diagnostic Center which also include various collateral and a more patient-focused and educational website
• Creation of a defined sales process
• Targeted direct mail campaigns
• Writing of all content for website, press releases, ads, direct mail, solicitation letters, etc.
• Website design and content management for all of FWRadiology’s entities
• Design of all collateral pieces, website, ads and direct mail pieces
• Email marketing campaigns
• Physician referral program
• Patient referral program
• Video Production
• Budget monitoring
• Media buying

Breast Diagnostic Center Brochure

Breast Diagnostic Center Website

Breast Diagnostic Center Advertisement

Check it out: www.fwradiology.com & www.breastdiagnosticcenter.com