Almost Got It Right

This clock stands proudly on a sidewalk along Lake Shore Boulevard West in Toronto. Fittingly, it is outside a clock store. Its bright red colour draws your eye towards it as you walk, cycle or drive past.

We like this clock's style. It looks "old-timey", and it evokes a feeling of nostalgia, and of history. We love that this local clock store has chosen to have it watch guard over their shop.

However, from a branding perspective, there's just one little thing we'd change. You might have noticed that the clock reads 6:05. This is not a problem twice a day, when it is actually 6:05. But this photo was not taken at 6:05. This clock is dead. It always says 6:05.

Without an explanation, this dead clock casts doubt on whether this store can manage to keep even their own timepieces running.

We would love to know this clock's true history. It's very likely that this clock is dead not because of laziness, but because of some other fascinating reason we can only imagine. Maybe it was hit by lightning in 1986, or by a Studebaker in 1934. Or maybe it took on too much water while being transported by boat across the Atlantic after World War 2.

And here's where "Branding 101" kicks in:

- if the clock is dead because of its fascinating back-story, tell the story! Put up a plaque that tells its wonderful history .

- but, if the clock is dead simply because it needs new batteries, replace them.

What's your business's "clock"? What's that one little thing that makes your business unique? Whatever it is, make sure you're using it to its full potential.

Photo credit Joe Middleton 2018