We All Know the Adage of the Low-hanging Fruit

We all know the adage of the low-hanging fruit, but what happens when the things right in front of us are the last things we should touch?

I am talking about changing messages and branding.

I know it can be easy to make these changes.

I know we get bored with what we say and see long before the market does.

And yes, it’s right there in front of us every day.

When sales are slowing, market share is declining, and others seem to be making more ground than us, we feel compelled to make changes on the fly to keep up, stand out, and stay relevant.

But I also know this can do more harm than good.

When these changes are not informed by a clear brand story that shapes a unifying narrative within a well-defined go-to-market strategy, what emerges on the other side can actually dilute and distract rather than connect and reinforce.

Identity and messaging should be the outcome of a well-rounded strategy, and before that is in place, it might be best to avoid messing with the only fruit that could be providing the seeds for future sales.

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