Ignoring Innovation Means Getting Left Behind

February 23rd, 2016 | Posted by Sarah Jones in Guest Blogs - (Comments Off)

According to this week’s blog post from member company Social SafeGuard, in today’s highly competitive marketplace, innovation is what ultimately sets a company apart from the rest of the market. Innovation is an essential part of any business that does not want to be left behind, and it can come in many forms when it comes to how a company communicates with its customer base.


Social media is currently the most powerful and effective communications tool available. Twenty five years ago the concept of a globally available, user-generated content platform didn’t exist. Today, the utilization of this platform is a key to success for any business. In today’s highly competitive marketplace, innovation is what ultimately sets a company apart from the rest of the market; it is an essential part of any business that does not want to be left behind. Innovation can come in many forms when it comes to how a company communicates with its customer base.

free_social_media_icons_image_ubersocialmediaIn order for a company to effectively satisfy their customer’s wants and needs, they must constantly communicate and listen to them; furthermore, companies must use the findings of this communication to adapt their product or service accordingly. 72 percent of adult internet users in the U.S. are now active on at least one social network, up from 67 percent in 2012 and just 8 percent in 2005. It is obvious that social media is the most effective way to reach and engage with today’s consumer. History is littered with companies that were once dominant players within their industry, but failed to effectively engage and listen to their customers, which eventually led to their demise. Two prime examples of this are Kodak and Blockbuster.

1. The Last Kodak Moment: Kodak was the primary player in the camera industry for almost a century. Kodak was the American technology company known for inventing color film, the handheld movie camera, and the first digital camera. In the late 1990s, Kodak began to struggle financially due to its sluggish transition to digital photography, regardless of the fact that they invented the core technology used in current digital cameras. After 132 years of business, Kodak officially filed for bankruptcy in 2012 due to their inability to adapt to the changing camera industry. All Kodak had to do was communicate with their customers to discover that preferences were changing, but instead they chose to stick with what they had always done, which resulted in a loss of competitive advantage and economic failure.

2. Blockbuster: For many years, Blockbuster was the dominant player in the movie rental industry. Once Netflix, Redbox, and On Demand Cable Services entered the market, trends quickly changed to customers wanting videos instantly and conveniently. Blockbuster chose not to adapt to the changing marketplace until it was too late. In 2010, the company filed for bankruptcy after 25 years of business and the majority of their stores closed shortly thereafter. While Blockbuster still attempts to mimic their competitors in an effort to regain any possible market share, they are now chasing the industry instead of leading it.

Every company must adapt and embrace social media if they do not want to become the Kodak or Blockbuster of their industry. Social media allows people to create, share, or exchange information and ideas in virtual communities and networks. Unlike traditional communication tools, social media has unmatched reach, frequency, and usability. Social media is the medium in which today’s consumer chooses to communicate. It would be foolish for any company to not adopt a platform that provides a free flow of information with a global reach, where all of their current and potential customers are present, and openly telling the companies exactly what they want.

If Blockbuster would have been proactive and engaged their customers, it is possible they would now have 57 million subscribers streaming videos in over 50 countries, and Netflix would be nothing but a failed startup.

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Is It Time for Your Technology Firm to Rebrand?

August 26th, 2015 | Posted by Sarah Jones in Guest Blogs - (Comments Off)

This week on NVTC’s blog, Elizabeth Harr of Hinge Marketing discusses 12 signs that it’s time for your technology company to rebrand.


Your technology firm’s brand is your most valuable asset. But many firms don’t make effective use of their brand or — worse — don’t have a well-developed brand in the first place.

To begin, let’s discuss just what your technology firm’s brand is all about. Branding is a large concept, but can be broken down into a fairly simple and digestible equation:

Your brand = Your reputation x Your visibility

Your brand is the totality of how your audience sees, talks about, and experiences your firm. This combines everything from your firm’s visual branding—like your logo and web design—to each idea, strategy and interaction you use to connect with prospects and clients.

Yet having a strong brand isn’t just about making your firm more recognizable to potential clients. In addition, a well-developed brand can help your technology firm accomplish the following:

  • Attract clients more easily by generating more qualified leads and closing more sales
  • Attract potential future business partners
  • Command higher fees than competitors with weaker branding
  • Attract top talent to work at your firm
  • Set a higher standard for the daily operational performance of your firm

But despite all these advantages, if you’re like many technology firms, you’ve probably been able to grow without having a well thought out brand development strategy. Your growth has come fairly naturally, thanks to your referral network and the acquisition of a few major contracts.

However, this passive strategy is rarely sustainable over time. To continue growing or to accelerate your growth, it’s time to start making your firm’s brand work for you.

12 Signs It’s Time for Your Technology Firm to Rebrand

If you think your technology firm may be ready for a rebrand, but you aren’t quite sure, here are 12 questions you can ask yourself to help make your decision:

Are you getting fewer leads than in the past?

When your leads begin decreasing, it may be a good sign that your brand is no longer resonating with prospects. Rebranding can help your firm appeal to your audiences.

Are you entering a new market?

Entering into a new market is the perfect time to start fresh with a new brand. You can reestablish the strength of your brand alongside your new competitors.

Are you introducing new services?

When your firm goes through a significant change, you want to make sure your brand still reflects your firm’s new focus. If it doesn’t, it may be the perfect time for a rebrand.

Has your firm’s growth slowed or stopped?

This could be an indicator that it’s time to switch things up with a stronger and more carefully developed brand that clearly communicates your expertise and capabilities.

Have new competitors entered the marketplace?

A changing marketplace and new competition may mean your current branding will no longer do the trick. Undergoing a rebrand can help you stand up to changing demands.

Does your visual brand look tired compared to the competition?

If all of your competitors have moved forward with a strengthened brand, you don’t want to be left behind. Your firm’s visual branding elements (like your name, logo, tagline, and colors) communicate your brand and should be reviewed periodically for updates and consistency.

Do you struggle to describe how your firm is different?

Having a specialty or something to differentiate your firm from the competition is an important part of connecting with your target audience. A well thought out brand is the first step is portraying what makes your firm special.

Are you losing a higher percentage of competitive bid situations than in the past?

This is a strong indicator that it’s time to make a change. Measuring your current success against past victories can provide valuable insight into how your firm is continuing to grow.

Has your firm changed significantly since you last adjusted your brand?

Growth and change are inevitable—just make sure your brand continues to grow and evolve along with your firm.

Are you struggling to attract top talent?

In order to be a top technology firm, you need to have top talent working for you. If a weak brand is keeping your firm from attracting top employees, it might be time to rebrand.

Have your clients changed considerably?

You originally developed your brand with a specific client base in mind. And now those clients have changed. Their challenges and needs might have changed — and they may be searching for service providers differently. Your firm’s brand should change with them.

Are you trying to figure out how to take your firm to the next level?

If you’ve been asking yourself how you can accelerate your firm’s growth or reach the next level of your potential, a fresh rebranding could be the right place to get started.

If you nodded along to questions on this list, then you have your answer: it’s time for a rebrand. While it may initially be a challenge to get your firm executives and decision makers on board for your rebrand, an honest assessment and clear-cut plan can help overcome any initial internal reluctance. It may seem like a lot of work at first, but the benefits of rebranding will be well worth it.


Elizabeth Harr is a partner at Hinge, a marketing and branding firm for professional services. Elizabeth is an accomplished entrepreneur and experienced executive with a background in strategic planning, brand building, and communications. She is the coauthor of The Visible Expert, Inside the Buyer’s Brain, How Buyers Buy: Technology Services Edition and Online Marketing for Professional Services: Technology Services Edition.

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