Do you run your own business? Have you developed a compelling brand? Well, if you’ve had some difficulty doing so, join the club. Sometimes branding needs to be adjusted and this is one of those times.
Nearly eight years ago I transitioned from being an Executive Coach to a Site Selection Consultant. I’ll spare you the story about my background and why the shift made sense. At that time, I adopted “The Business Relocation Coach” as my brand to reflect my blend of coaching and consulting services.
The name offered a differentiated identity in the world of site selection and location consulting. Well, much to my delight, it seemed that I hit the right note. In short order, I began to receive inquiries from prospects. No matter who called, the common element often was uncertainty – “We’re not sure what we should do, can you help?”
The phone was ringing from executives in large corporations with questions about moving operations to more optimal locations. Other requests came from owners of smaller businesses wondering about moving their headquarters, factories or warehouses from business-unfriendly states to business-welcoming states.
Marketing Expert Weighs In
Now we’ve all heard the phrase “If it ain’t broke, don’t fix it!” – a phrase I admit to having used countless times.
I ignored my own advice. In meeting with a marketing guru, I was urged to rebrand myself to deemphasize the “coaching” part of my services, and, frankly, the arguments seemed compelling. So we discussed the fact that I help a wide range of industries select locations in a diverse geographic landscape. The word “spectrum” kept coming up, so my firm’s new brand became Spectrum Location Solutions.
But an odd thing happened. I received fewer calls from “uncertain” individuals – the kind who could benefit from coaching – and more inquiries from prospects who were “certain” they had to implement a location project. The reasons are unclear, but more of the new calls amounted to fishing expeditions. Don’t get me wrong, new clients continued to come in through the Spectrum brand, but I found myself investing more time and effort than I had previously under the former brand.
So I’ve decided to resurrect The Business Relocation Coach because I want to recreate the kinship I felt with callers who were attracted to the coaching idea.
But I can’t bring myself to discard Spectrum Location Solutions because, after all, it isn’t a bad brand.
Bottom line: I will now resume my identity as The Business Relocation Coach. Doing so under the Spectrum umbrella is one step that hopefully will reduce possible confusion in that wide world known as the marketplace.
Joe Vranich of Spectrum Location Solutions helps companies find great locations in which to grow. Joe also is a keynote speaker on the challenges and benefits of businesses relocating out of high-tax, high-cost, over-regulated states. More information is available at Biography and Speaking Availability. On Twitter, Joe is known as @LocationConsult
© Excerpts from this blog may be used, but only if attribution is given to “Joseph Vranich of Spectrum Location Solutions in Irvine, Calif.”