Ah, but you can go back home again. Look at those original product icons for your brand. Can they be revived, reinvented or repurposed in some way? Companies often are sitting on a treasure chest of past winners that can be updated or reinvigorated in some new and novel way. Go there. Get back to your roots.
L.L. Bean merchants add new joy each season to their famous boat tote. They make the best use of colors, patterns, monograms, shapes, sizes and container-ability (holder of blueberry breakfast fixings for everyday and flower bulbs for seasons!). They've even introduced a new target audience to totes — pets. L.L. Bean understands its roots, revisits them often and nurtures them for future growth.
Purpose-driven merchandising is intentional. Promise your customers (and yourself) that you'll take it seriously. Your brand will thank you, as will your customers.
Andrea Syverson is president of IER Partners, a strategic consultancy based in Colorado. Contact her at firstname.lastname@example.org.