Relevance

Want to connect with your current customers?

Want to attract new customers?

Want to show customers – both new and old – that you’re well equipped for the future, whatever it may bring?

Want to show you know that ‘kids these days’ aren’t a sub culture, but are THE culture, and the future?

Want to show that you’re relatable, understanding, and empathetic?

The answer then, is…

Relevance.

If you’re not relevant, you’re outdated, stale, old, out of touch, and you can’t possibly know what’s going on.

What gives it away? Outdated websites, no social media presence, formal and rigid mission statements devoid of personality, and a lack of appreciation for how your customers want to be communicated with, just to name a few.

If you don’t know what’s going on, how can you be the best company to solve today’s real world consumer problems?

Frankly, you can’t be.

But with relevance, you can.

Relevance is more than pop-culture and celebrity references. A 100 year old (or older) brand can be relevant. Look at Audi, Burberry, the British Royal Family, and tea. Yes tea, the drink, the ancient drink that managed to reinvent itself by becoming relevant in today’s world.

You don’t need to be ‘hip’ or modern, or trendy, or follow a fad, but you do need to be cognizant of them, and pick and choose what modern societal influences you want to infuse into your brand. (Major companies regularly undergo multi-million dollar rebranding, and they do this for a reason)

As the famous quote goes, “The only thing that is constant is change”

So before unveiling a new advertising campaign, or product launch, or expansion strategy, it might be wise to take a step back and first ask, is our company even relevant?