Great New Stuff: The Gear You Need for Your Brand’s Back-to-School

Back to school season has always been a time for checking out the newest, coolest stuff. Stuff to take notes, do homework, complete lab work, conduct research, compose presentations and papers, solve problems, communicate and recreate.

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When I was a student (at school anyway. I’d like to think of myself as a lifelong student), the choices were a little less exciting technologically (what I could have accomplished with an iPad!) Nevertheless, the new gear I got for every new school year got me excited about the year ahead and gave me the leg up I needed to keep pace with even the most ambitious class schedule. HP Calculators rock!

Two posts ago, I suggested that the end of summer and the resumption of a more rhythmic, structured existence is a perfect time for companies to go “back to school” themselves. Just as each new school year gives students a fresh start, companies too have an opportunity to reinvent themselves, or parts of themselves, to be more attractive and relevant to their customers and prospects.

When you have taken the time to objectively assess how your company looks and how well you are engaging your customers, as described in my post titled “Looking Good, or the Art of the First Impression”, the next step is to get the gear you’ll need to execute against the changes you have identified.

Depending on your conclusions, your shopping list could be a long one. The range of possibilities includes everything from complete rebranding along with everything that accompanies it (signage, collateral, advertising, digital) to more modest changes like frontline training to enhance the customer experience. But remember, don’t be discouraged if the list is too long. Make priorities and do what you can. Anything. Incremental improvements are better than no improvements at all.

At school, everyone needs the same supplies with some exceptions for certain specialized studies, but even then everyone in a particular specialty has the same tools. To a certain extent this also applies in business. Your best competitors are an excellent reference for the stuff you’ll need.

As you might imagine, it’s difficult to guess what any company’s back-to-school list will include, but there are a few items that I believe every firm needs to think about to remain competitive in today’s rapidly changing business landscape.

P    T    I

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People: In business, some of the “stuff” you’ll need may also be competencies you lack and the strategic hires you need to make to enhance your capabilities or broaden services. Today, that means technologists and leadership that is skilled at inspiring and empowering a customer centered enterprise.

Technology: You don’t need me to tell you that technology touches nearly every industry and consumer. At the very least, you should update your website so you and your people can be proud about what it says about you. It must be optimized for mobile devices and have enough dynamic content to provide a worthwhile user experience and search performance. This is a huge topic I’ll be addressing in much greater depth for future blogs.

Infrastructure: I have talked a lot about making improvements and adjustments to the impressions your company makes on its customers and prospects, but of course it goes much deeper than that. The most engaging web user experience on earth will not compensate for delayed deliveries, dropped calls, shabby offices or poor service. Make sure your systems are all functioning smoothly to help you keep your promises.

What investments has your company made or does it plan to make to be more competitive and customer friendly? Which companies deliver a brand and customer experience you admire?

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