We’re all believers when it comes to being loyal to brands who seem to get you at just that point of life you find yourself in. These are brands who seem to know just what you need and are in the right place at the right time. More importantly, they seem to be communicating at a wavelength that resonates with you. So going silent today as a brand makes little to no sense at all. In fact, the way I see it, there was never a better time to show up for your customers and demonstrate how well you truly understand them.
Experience shows that strong brands recover quicker than others. Which is why I feel that investing in your brand now is perhaps just the boost it needs. Think of it as an immunity booster. Everything that you put into your brand right now will help you withstand tough times. And they are coming. Unless you’ve been living under a rock these past few weeks you know what I’m talking about.
Trying to find the sweet spot where your brand’s offer maps perfectly to your customer’s needs is not an easy undertaking. And trying to get it right today is even tougher. But it can be done. You just need to invest in the decision to do that and with it to go the distance. When you speak with the right branding specialists as you seek out brand guidance you’ll find that they can help take a load off. And offer up innovative ways in which such investments in your brand can help you navigate tough times.
Every business challenge is a brand challenge where communications will either make you or break you. We’re faced with a big one right now. So this is a good moment to initiate or continue with measures towards consistent and cohesive communications. How carefully you manage your brand, how well thought out your brand governance system is, and how clearly you articulate that will shape how your customers experience you and your brand.
If you’ve been listening all along to what your customers have been telling you and shaping your brand offering to map to that reality whilst preserving brand consistency and integrity, any pivots that the current business climate forces upon you should be something you should be able to weather in the long run. And that will be the difference between surviving and thriving.
_Rupali Steinmeyer is Managing Director US