Our perspective at VantagePoint

Trust your gut. Literally.



My sister recently started a small food delivery business for professional women who want to eat healthy (and affordable) lunches, but don’t have the time in the morning to prepare meals before rushing out the door.

Thus was born, Bibon.

Interesting name, I know. It’s important to know that it was inspired by a word we used around our house growing up. Before meal times, my mother would say, ‘Let’s put your bib on’. As my sister learned to talk, that sentence evolved into the short (and adorable) ‘bibon!’ – pronounced bib-on. Short and to-the-point. Kids make things so simple.

This new company name is personal, meaningful and, well, simple. So she thought.

As she began sharing the good news about her new venture with friends, neighbors and potential customers, the opinions started flowing in. ‘You should give it a French pronunciation.” “I think ‘Put Your Bib On’ makes more sense.” And the list goes on.

She shared these opinions with me, and it got me to thinking about how staying true to a brand can be difficult. Although the example I use is from a young company, this is especially important for companies that are well-established. Outsider opinions and the pressure to keep up, stay competitive and stand out from the competition can lead us to question whether or not our brand messaging is still applicable.

This is healthy and often necessary. But be careful – too much change can have an adverse effect, and that brand message that you’ve thoughtfully and painstakingly built can get muddy and confusing. Your customers have come to expect certain things from you. Stepping too far away from what they value about your company can start to put their trust in you on shaky ground.

Don’t get me wrong, it’s probably not a good brand strategy to sit idly by, holding onto your original logo and brand message for dear life. There is a lot of value in taking an honest look at how your company and the products you offer have evolved, and how you must evolve with it. But at the end of the day, your message to your customers must stay rooted in something real and true.

Remember why you did what you did. And how it continues to drive what you do.

Trust your gut. And if you don’t have time to pack your lunch, call my sister.

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