Renia (pronounced R-EE-n-a) Carsillo hates business silos and marketing hacks. So, she spends her days working with mid-size and small companies to integrate their business strategy with their impact strategy, design sustainable marketing frameworks, and find a growth cadence that works for their team and their lives. Renia believes founders are uniquely positioned to create a kinder, more equitable world. She is passionate about bringing C-level strategic support to the small and mid-size companies shaping their communities every day. Renia says, "Sustainable marketing is built on a solid business strategy. A solid business strategy is built on values-driven habits. Values-driven habits are built on healed/healing leaders. We can’t do these things separately. They’re all interconnected. ”
How to Realign Your Strategy When “Tried and True” No Longer Works [Two on Tuesdays]
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Happy Tuesday, Reader! This week, we're wrapping up our Brand Archetype series by exploring what The Alignment Trinity™ looks like for The Jukebox Hero Brand Archetype. Over the past month, we've covered four other archetypes: The Fully-Booked Cover Band, The Indie Artist, The Solo Act, and The Crossover Sensation. Still not sure which Brand Archetype describes you?
The Jukebox Hero's Community Legacy Is Her Foundation for What's NextIf you're a Jukebox Hero, you've been successful in the past and built something meaningful in your community. Your longevity speaks to real value—you've been a pillar that people rely on, with employees you've worked with for years and customers who've heard about you through newspapers, postcard mailers, local television ads, and community bulletin boards. But recently, you've noticed your tried-and-true methods aren't pulling in customers like they used to. You may have had to tighten the budget or even let some people go. How can you adapt your proven skill set to reach today's customers without losing what got you here? Strategically Leverage What You’ve Built to Create Something NewThe key point to remember is that what worked in the past isn't working as well now, and things are changing fast. The secret to unlocking growth for the Jukebox Hero is distinguishing between what's old and tired and what's a foundational classic. Success means keeping your fan favorites while also creating something fresh. Your considerable experience and community standing are assets that newer businesses can't replicate. Here are two ways for the Jukebox Hero to honor your legacy while positioning for renewed growth. Alignment Trinity Tool #1: Survey Your Raving Fans and VIPsYour referral partners, core customers, and long-term advocates often have a clearer picture of what matters most than you do. Consider creating a formal brand survey or gathering people for a customer appreciation event to talk about what they love about your company and get their pulse on what you're considering next. This can be a formal process driven through email (ideally with support from a strategist experienced in survey design) or informal—simply gathering your people and asking questions. Either way, their insights will help you identify which elements of your approach are timeless classics worth preserving and which might need updating. Alignment Trinity Tool #2: Realign Your Brand Look and FeelCommunity-based businesses that have been around for over 10 years often have solid core services. However, the brand's look and feel may no longer feel modern or accessible, making it difficult to attract new customers. If retention is relatively strong but new business is waning, that's a strong signal that a brand realignment could create a much-needed boost. For the Jukebox Hero, sustainable success means building on your proven foundation while strategically updating how you show up in today's market. Strategic summer realignment ensures that your community legacy becomes the launching pad for your next chapter of growth. Until next time, P.S. - Most branding needs refreshing about once per decade. How long has it been for your company? Realign your brand's voice, look, and feel for a tech-first world with a brand refresh that honors your legacy while attracting today's customers. |
Renia Carsillo
Renia (pronounced R-EE-n-a) Carsillo hates business silos and marketing hacks. So, she spends her days working with mid-size and small companies to integrate their business strategy with their impact strategy, design sustainable marketing frameworks, and find a growth cadence that works for their team and their lives. Renia believes founders are uniquely positioned to create a kinder, more equitable world. She is passionate about bringing C-level strategic support to the small and mid-size companies shaping their communities every day. Renia says, "Sustainable marketing is built on a solid business strategy. A solid business strategy is built on values-driven habits. Values-driven habits are built on healed/healing leaders. We can’t do these things separately. They’re all interconnected. ”
Happy Tuesday, Reader! The bro marketers of Big Tech have spent the last decade selling us on the dream of frictionless everything. Fewer clicks, fewer steps, fewer moments of discomfort standing between you and whatever you want. And most of us, if we're being honest, have figured out by now that a life with the friction dialed all the way down is a lot less interesting and joyful than advertised. (Get your mind out of the gutter, we’re not going there today!) For our final week of living at...
Happy Tuesday, Reader! We've spent the last few weeks holding some hard "ands" together: resist and reconnect, Placebinding™ and globalization, scale and sustainability. This week's “and” might be the most defining one of our professional lives right now. Let’s talk, again, about AI and humanity. AI isn’t a technology we get to uninvent. We must learn to live with it. One of my favorite, not-to-be-named app developers and podcasters has been making a lot of noise lately about running an...
Happy Tuesday, Reader! If you've been around here for any length of time, you know how much we talk about sustainability, particularly when it comes to business strategy and the marketing pillar of the Do Better Business™ framework. We believe it's the foundational place every strong, values-centered organization has to build from. Sustainability is at the core of what we do. But I want to clear something up, because I think it's an assumption that follows us around: Sustainability does not...