Trade Tip: Stay Relevant

Trade Tip: Stay Relevant

By Nicole Hayes

A shoe is a shoe, and a car is a car, right? Why so many brands of shoes and cars? Doesn’t each product fulfill a fundamental purpose at the end of the day? Yes, but if Adidas, Nicole Miller, Nike and Reebok thought this way, we may only have one choice for shoes. Same with Ford for automobiles…but BMW, Chevrolet, Honda, Toyota and others added their flavor to the mix. So what makes you relevant in a sea of fish? What makes you stand out among the crowd and keeps people coming back to you?

There is only one you, and fortunately, this is your advantage and greatest asset. Here are a few tips for staying relevant with your public:

1)   Be true to your brand.  It’s important to remember why people were/are drawn to you in the first place.  You, your organization has specific beliefs, offerings, qualities, talents and voice that have separated you from the pack. Stay true to your company voice and personality. Don’t change this in an attempt to join the pack. Honor your differences. Your brand is also your story, which is bigger than the product you sell.

2)   Relationships: Stay regular with your people.  The people who know and like you, your organization don’t need further convincing of your great work. However, in our attempts to grow and reach new people, we may neglect those loyal to us. Similar to not calling grandma but twice a year, it’s important to thank your fans/customers for their support and express interest in their needs. If you have a blog, maintain it with fresh content. Same with your Facebook, Twitter and other networks. Remaining relevant greatly hinges upon relationships.

3)   Keep your ears to the ground.  Listen to what is being said about you (positive or negative) via social media channels, or other to better gauge your organization’s current standing. Also know what is happening with similar organizations/people in your industry.

4)   Ask questions. If there are areas needing improvement within your organization, find out what your public (internal and external) would suggest. New ideas can breathe life and give access into spaces you desire to enter. Though your brand is in part what brought you to this point, it’s good to analyze areas for growth. However, don’t stray from your core competencies.

5)   Value down time.  After you’ve received feedback from your team on areas for possible improvement, take time to plan how those changes will emerge. Preferably, think about these ideas when you have real time to unplug and aren’t juggling replies to 50,000 emails, voice mails and meetings.

6)   Avoid “surprises.” Most everyone likes a good surprise. We don’t like those surprises that reverse our progress, and possibly take time away from remaining relevant. Such “surprises” could be communication/company crises, unharmonious clients and employees who operate incongruent to your brand.  The fable of the scorpion and the frog is often true to how some of us approach people (clients, employees, corporate partners), not seeing them truly as they are (even after they’ve shown us). Recognize people in full earnestness to determine if they complement your brand. If you do this, there really are no surprises and you assume responsibility for the partnership, aware of their potential tendencies.

7)   Extend a hand. Being #1 and staying relevant doesn’t mean trampling others in your industry. Show collaboration on efforts where possible while remaining true to your brand. Don’t shy away from helping or lifting up others by thinking “if I help them, there won’t be enough (resources, supporters, etc.) for me.” Don’t think in scarcity, think in abundance and that more than enough people will continue to follow you.

We’ve given you our recommendations for remaining relevant in a world where being #1 is often dog-eat-dog. How do you stay relevant?