Grow a Business

Rum and Chocolate: How to Evolve your Brand

I’m not a rum drinker but I got excited a few weekends ago going through the departure lounge at V.C. Bird International Airport in Antigua. There on the shelf before me was English Harbour Rum Chocolates.

Spotted English Harbour Chocolates at the V.C. Bird International Airport.
Spotted English Harbour Chocolates at the V.C. Bird International Airport.

I may not drink rum but I love chocolate.

Why was this exciting? Because it was a perfect example of how you can take what has become your standard product and push it to the next level with the possibility of getting new customers hooked on your brand.

Known for its quality rums, the English Harbour brand was now packaged in a way that would make non-rum drinkers attracted to it. Their five-year old rum was nestled inside some pretty delicious looking balls of joy. It definitely got me thinking about how my clients can evolve their brands to the next level and how you can too.

Look at the products you are offering. Could you offer a premium version of your service that can appeal to a new market or give your present clients a new way to experience your business? How about a value product that would introduce new customers to your brand?

Use the SCAMPER method to find creative alternatives.

  • Substitute
  • Combine
  • Adapt, Adjust or Add
  • Magnify, Minify or Modify
  • Put to other uses
  • Eliminate or Elaborate
  • Reverse or Rearrange.

This works just as well for a product or a service related industry. Consider a recording artist and the varying ways they make money from their brand today. Music downloads, live performances, books, speaking, fashion lines, perfumes, and hair care products.

You may be surprised that you already have the solution to adding new streams of income sitting in your warehouse or on your computer. If you are an author or trainer, consider adding webinars, workbooks or creating high-end retreats to engage your audience.

Finding new ways to be of service to your clients will allow you to build on the value and reputation of your brand. I may not sit in a bar knocking back a few but I would consider sitting in a hammock taking in the ocean breeze and escape into the ecstasy of a chocolate bon-bon. Hmm maybe I should have bought the chocolates.

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