Change is inevitable, we all agree on that, but are we always forced to change because we live in a highly connected fast-paced global environment ? I think change for the sake of change has nothing to do with true innovation and fostering creativity or acquiring new knowledge and learning the necessary new skills to stay competitive. I am not going to talk about creativity and change management here but you can read a very good article about The Innovation Catalysts on how to change ideas into great products or services.
If you are a small business owner, a corporate executive or an employee, do you think you have to change if you are satisfied and successful with who you are, what you do and with most of the components of your work and life environments ?
I think there is a difference between being reactive to changes and anticipating changes but in both cases you need to balance the costs and risks associated with change versus the benefits you can expect to gain. You also need to plan carefully the changes by having first some research conducted and a sound strategy before implementing any new tactics, even a small one like changing a logo on a product or a color in your website.
For big or small businesses any change in brand identity such as image, logo, slogan, has an impact on the brand image and how the customers perceive the products or services.
People make decisions to buy from you or hire you more based on emotional needs than rational reasons. Buying is based on TRUST.
Changing any brand attribute may have a different impact if you consider potential new customers or existing loyal brand lovers with emotional bonds attached to it. In a majority of cases, loyal brand lovers hate change, so why taking the risk of changing anything if you are not forced to do it due to change in competitive environment for example ?
So the question to ask before implementing any change is :
What additional value do I bring to my customers, employees and other stakeholders ?
Do you have experience with companies that changed just for the sake of change and fail ? We all lean from failures but we don’t need to be one