More often than not, when we think of a legacy, our minds immediately navigate to creating a memory. And, then, we begin to take an internal assessment of how we want to be remembered. We recognize that today's actions shape the impacts we'll leave on the world, but we rarely consider our influence 'in the now.'
Unfortunately, over time, this concept of “how will they remember me when I am gone” has crept into the business landscape. Organizations must think differently if they want to create a timeless narrative. There is no expiration date set on doing business. Your brand legacy is born on day one and lasts into the unforeseen future.
This shift in mindset begs the question of how do you nurture a legacy, and breathe new life into your brand while staying true to its core values and mission? The answer is simple.
You listen, learn, and make the necessary changes to perform in a way that exceeds expectations. This never-ending cycle ensures you keep your audience's needs at the heart of your work.
By listening to them and not just talking at them, you will find that your audience gives you the insights you need to be seen as legendary.
Three years ago, THuS Marketing’s first blog spotlighted a company founded in 1960 with a rich history of wins and losses. By 2018, while they had undeniably grown since their launch, they were at a crossroads. With an increasing number of competitors and a continually emerging marketplace, they had two choices: keep doing what they had always done or evolve, even when this called for drastic changes.
The organization in question—Domino’s Pizza, Inc. When at this crossroads, they decided to take the path that empowered them to revive and reshape their brand legacy.
Not only did they choose to listen to their critics, but they were also transparent about the criticism they were receiving. Then, with the world watching, they transformed right before our very eyes, ultimately better serving their customers. Domino's understood that if a company wants to refrain from falling into "remembered when," the company must align its legacy with current needs.
At its core, isn't that what legacy is all about? It's less about the organization and more about the audience served by the brand. People remember how you make them feel, not what you do. Domino's customers felt heard and therefore respected and valued by the technology company that makes pizza.
With so much to get done and so very little time to achieve it, the pressure is on. Whether you are posting content, producing products, or promoting your organization, it is easy to get so caught up in trying to check everything off your list. As a result, you can begin to lose sight of why you are doing it and who you are doing it for.
If you find yourself in this position, take a moment to pause and listen to your audience. What are they telling you? Once you hear them, take their feedback and run with it. Let them help you, help them.
Read our first blog, When Brands Listen, for the full story of how listening allowed Domino’s Pizza to rewrite its brand legacy.