Does it help your brand to call out the year it was established? Like everything in branding, it depends. You have to think about what people are looking for from your category. If it’s longevity, and you HAVE some, that’s great.
Established Year X
But for most categories it’s not helpful at all. Sometimes it’s even a detriment. If it’s important to be current, don’t do it! Like, why on earth would you put “Established 2005” on the front of an electronics repair business?
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
TRANSCRIPT:
– Hey guys, it’s Rebeca with BrandTrue, and I have a piece of brand advice. This is a little mistake that I see every now and then that I want to talk to you about. So specifically, I’m not going to name any names, but I recently saw as I was driving by, a like consumer electronics kind of repair place that had “Established 2005,” and I’m like, “Oh, that’s a mistake.” And here’s why. While it can make sense to show that your business has stability by bragging about the year it was established, you have to think about the category you’re in and what people are looking for from that category to make sure that it makes sense.
So, you know, when it comes to electronics, I’m looking for people that know what’s current and that are with the times. So having been established in 2005, not that long ago in the grand scheme of things, but it didn’t do them any favors and kind of maybe made me think, “Ugh.” And even if, say, it was established with, you know, today’s date, is it relevant to how you think about that category? Now, other categories, like, say, a jewelry store established 1885. Oh. That feels right, you know?
Or, okay, how about Jack Daniels? That’s a brand that’s not like classy like jewelry, but it’s, you know, authentic, been around a long time. And so having the heritage and the year all make sense. It fits with what people are looking for from the category. But when it doesn’t, don’t waste time. It’s a wasted opportunity at a minimum. And sometimes it’s like a =clang= that can distract people and throw them off. That’s what I think. Let me know what you think. Bye.
