Identity Crisis - Who Are We?

There is so much involved in starting a new business that big picture thinking sometimes falls off the radar in lieu of more pressing needs like finding customers and staying out of the dreaded red. As things come together, you finally get a chance to breathe deep and revisit the big picture ideas you started back at the beginning.

 

Having recently reached this stage, we currently are revisiting our company identity. While working through this process, it occurred to us that we may not be alone on this journey. Perhaps there are other entrepreneurs in the world experiencing a similar identity crisis? Sharing our experiences may start a dialogue to help those approaching this stage in the near future, and to help ourselves as well.

Don’t get me wrong - our company has an existing identity that has enabled us to succeed to our current state. What we discovered is that while managing the hectic day to day experiences involved in building a business, the original company identity had growth spurts. Some of these were based on the necessity of driving sales –adding products and/or services that the original business plan did not include. Other growth was driven by customer related experiences. After much research, reading and conversation we have uncovered our updated identity and are now preparing to make the appropriate adjustments to our business efforts ensuring that this “new” persona enjoys a successful debut.

 

So what have we learned that might be worth sharing?

Check your ego at the door before embarking on this journey - especially if you have business partners! Even though we work together each day with the same processes and products, our conversations reveal that we all take creative license with the company identity to create a version that matched our personal concepts. Since we are all invested in the success of the company, debates ensued about which concept was the right path for the future. When you check your ego, you are more open to the ideas of others and the company enjoys the long term benefits of collective efforts.

 

Do your homework! Before we could settle on which concept of the company was best suited for a successful future, we took a long look at the facts and asked ourselves some key questions. What brings customers to us? What keeps them coming back? What makes us different from competitors? Armed with the answers to these key questions, determining the right path for the company was a much simpler task.

 

Stay focused on the “new you” and resist the urge to fall back on the phrase, “but we have always done it this way…” Think of this process as a make-over. If you just finished buying a brand new wardrobe to update your personal style, would you pair your fabulous new outfit with your favorite shoes from the 1970’s? Even though those shoes worked for your image then, using them today could get you a ticket from the fashion police. Developing an updated company identity and then backing it up with outdated process and procedures only serves to undermine all of your efforts.

 

Most importantly, don’t let this journey take you too far from home. With so many resources available today, it is easy to get lost in the information. You may even find that your passion for your business gets cranked up a notch or two, and in your excitement ideas explode in a eureka moment. Treat these ideas like a fine wine – open them up and let them breath before you indulge. Don’t let the excitement for the future carry you away from the identity your customers currently enjoy. If the make-over is too extreme they may not recognize you any more!