We’re only about a third of the way through January but already millions of people across the country who resolved to quit smoking or hit the gym are quickly starting to wane on their newfound commitments.
We at Pride Collaborative decided that instead of a post that earmarks promises likely to be broken, we’d focus on just the opposite. Sure, conventional wisdom tells us that change is good. And for the most part, this fact remains. But there’s something to be said for the tried and true. After all, it’s human nature to latch on to what we know.
When the time comes for you to sit down and set goals to springboard the new year, be careful not to be too hasty when making changes. Failure to recognize those timeless elements of your brand could prove damaging–remember the Gap logo snafu or better yet the Tropicana orange juice debacle? Your supporters appreciate and find comfort in the familiarity of your brand.
Think the pink ribbon emblem for breast cancer of the Susan G. Komen Foundation, the green gecko with the cockney accent of Geico Insurance, or the “a mind is a terrible thing to waste” aphorism of the United Negro College Fund. Like these, your staples should be kept as mainstays if they help you to remain identifiable and relevant.
While you usher into the new year with new resolutions, acknowledge also those classic components that keep you in the forefront of your supporters’ minds. And don’t change.
-Jessica Fenney, communications & outreach associate, pride collaborative
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