The Forest Service teamed up with the Children's Television Workshop to revitalize Woodsy's message and appearance to become more meaningful-and make a better connection-with today's youth and teaching environments.
Authenticity is a pretty obvious concept. It means you must be believable-the genuine article. Differentiation simply means doing the opposite of what the other guy is doing.
According to relevance expert Marilynn T. Mobley, "If people don't connect with your brand, change it. Don't fall so in love with your logo, your name, your tagline, and your colors that you are blinded to the fact that few people care but you."
According to the Forest Service, "Caring, friendly, and wise, Woodsy is a whimsical mentor to youngsters. His new message 'Lend a hand-Care for the land,' is positive, easily understood, and generates an interest in the stewardship of natural resources. As Woodsy flies across the land, he invites children to see the world around them and explore their surroundings."
You're probably relevant if you're certain that your business and its offerings really matter to your customers and prospects-and you can quantify it with metrics. "The key to remaining relevant," says Mobley, "is to anticipate the need for change. Above all, be willing to make the necessary changes to remain relevant."
For any business, your brand platform must be built on authenticity, relevancy, and differentiation.
True relevance is hidden in the metrics
Listen to what your customers and prospects are telling you. "It is critical that you benchmark and measure the elements that are key to your growth," says Mobley. "The biggest weakness I see in business is a lack of measurement and willingness to look beyond what's working to what could work even better. Too often, small businesses skimp on investing in competitive analysis research and marketplace readiness research. That's a mistake. By the time you finally admit you need outside help
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But relevance can be a somewhat more difficult concept to grasp. Being relevant means having a bearing on, or connection with, the matter at hand. Is your business germane? Is it pertinent? In other words, does anyone care?
"Regardless of the type of business you're in," says Mobley
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In addition to the new slogan, Woodsy also sports a new look. He's trim and fit to better identify with today's kids. He dons a backpack, hiking shoes, and field pants. He's become smarter and is dressed appropriately for safely exploring the great outdoors-from forests to urban areas-to lead children on nature hikes.
Lend a Hand...
The USDA Forest Service recently determined that its brand-embodied in the ubiquitous Woodsy Owl-was losing its relevance in the marketplace. Woodsy's been around for more than 25 years, and to have that kind of longevity means that you must remain relevant with your target audiences. In Woodsy's case
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In the case of the Forest Service, that desirable audience was children 5 to 8 years old, when youngsters begin to form their views about the environment and how they interact within it.
"First, it's a 'gut feel' that you're getting stale," says Mobley. The second warning sign is that "you notice that marketplace reaction isn't what it used to be or what you want. If your business is one whose growth depends on 'bringing in new blood' you absolutely must make note of how your new and potential customers want to do business with you."
The internet has become a key marketing tool for any new artist today. Some effective older methods are to hand out CDs. They are very cheap to make these days, and your goal is to get people listening to your music. And of course, the most important thing you should be doing is playing every gig you can book... Yes, even if it isn't a paying gig. At this point, people may not be willing to pay for your concerts or your CDs, but if you ever hope to get to that point, you need them to hear your music first.So get out there and start building your Fan Base by any means possible. If you can create a local buzz, that can turn into a regional buzz, and sooner or later a national buzz, and than its just a matter of negotiating your record contract.
So, how do you know if your business is losing relevance in the marketplace?
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