Is a "Re-Launch" right for your business?

If your business isn't new, how do you know if you should consider a Re-Launch? Jim and I would argue, you should always be in the attitude of a Re-Launch. A Re-Launch doesn't mean that we are going to throw away everything from the past. It doesn't mean we have to make drastic changes to our name, mission, or logo. A Re-Launch is a way of life. It's like the difference between loosing weight with a fad diet and a lifestyle change. A Re-Launch attitude is a new Branding "lifestyle". With this strategy we respect that in our business (death care), we don't have the opportunity of growing our business without taking current market share away from our competitors. Therefore, we are constantly trying to define our Brand with the families being served by our competitors. We suffer from the "lumped in" syndrome defined by recent consumer market research on funeral homes. If consumers think that all funeral homes pretty much do and offer the same services and products for the same price, we have to consider a campaign to let our community know about the services and products that set us apart from our competitors. No, a billboard promoting "Well Lit Parking & Air Conditioned Facilities", isn't enough. That is unless your funeral home is in a small village the middle of the Africa. That would truly be a unique to the market. When examining what is worthy of a Re-Launch, consider the following: the look and color of your logo, the tag line in your advertising and printed materials, the culture of your business in the eyes of your community, a new division that would market to a niche', or a reintroduction of the very "thing" that has made your firm successful in the first place. Remember, frequency of purchase will always be a challenge in our industry. If you have considered a Re-Launch of your funeral home, or are contemplating a niche' strategy, we invite you to call and schedule a time for us to share the successes and challenges of those who have adopted a Re-Launch Branding strategy for their firm.