How Your Brand Helps Your Business Grow When Change is Happening
We’re almost exactly five years from the first few weeks of the Covid-19 pandemic, which unraveled so much of the world we knew. Those early days can best be described as chaotic and confusing. Fast forward to today, and we find ourselves in a situation that feels similarly chaotic and confusing. I remarked recently during a networking event that the uncertainty around life and business feels very familiar.
For many right now feels like a repeat of 2020. Most of the upheaval is due to shifting priorities and landscape resulting from a new administration. At the federal level, changes are fast and furious, and state and local governments are responding in real time. Endless executive orders, workforce reductions and changes in laws and governing bodies are creating more professionals in the job market and more businesses wondering what’s next. Pessimism over the economy and high inflation are stoking fears of a recession and leading to businesses closing and tightening their purse strings. There is an overarching sense of anxiety about what is happening and where things are headed. The only constant is change.
In these times, businesses are required to make tough decisions in real time. There may be things happening politically, culturally or socially that they cannot change or influence, so it is important to “control the controllables”. In times, like this, how can your business manage and even continue to grow when change is rapid and relentless?
Here are 5 basic branding principles and priorities that I believe will help your business continue to grow despite sharp and swift changes.
Focus on What’s Valuable to You and Your Customers
In times of crisis or concern, I advise clients to control the controllables. One thing that this means is focusing on your brand’s positioning and presentation (how it shows up). This is the one thing that you can do to impact the brand’s performance and perception. You cannot ultimately dictate how your brand will be perceived, however, you can prime the market.
Simplify Your Brand Marks and Message
Businesses need to resist the temptation to try to do too much or say too much. There is also a strong pull to try to be in every possible place. In times of uncertainty and change, it is better to focus on being where your customers are and giving them the key messages that they need to hear. Don’t make your message about you, although you should share about how you are responding to the situation as it is happening. This approach will allow your customers to feel seen and respected, while also confirming your commitment to them. Only consider brand refreshes that bring you closer to your customers. Safeguard the relationships you have with clients and customers, especially those who are most loyal.
Creating Trust and Connection
In times of rapid change, people are likely to lean away from things they don’t know or don’t have an existing relationship with. They rely on services and products that have created value for them in the past. Familiarity is your friend. A positive brand position is being the brand that they can rely upon and trust. In times of rapid change and upheaval, people often wish for happier times and your brand can be a force that brings people comfort and positivity by reminding them of better times. I remember learning about how New York Life, which has been around for more than a century, leaned into their motto “The Company You Keep” after the pandemic and this message resonated because that is something that people can remember and rely on, especially when financial markets are under duress.
Read the Room and Respond Accordingly
Similarly, whether you embrace a nostalgic or positive message, it’s important to be mindful of the tone you communicate your message with. You must read the room and not fall victim to tone-deafness. As a brand, it might be obvious that you should not be negative and condescending to your clients, but you also can’t be unrelentingly positive without acknowledging the real pain or uncertainty that people are going through. Understanding
Deliver a Message That is Durable, but Also Different
Because people understand that it is important to acknowledge what is happening, everybody tends to say the same thing. I remember during the pandemic, it seemed like every ad or marketing piece started off with “during these difficult/challenging/turbulent times, etc.” We get it, you want to speak to the situation, which is good, but it is important to also remember that people are still looking to hire solutions for their problems, so you have to find unique and creative ways to speak to that.
In sum, in rapidly changing times, a strong brand can make a huge difference in how your business not only survives, but also succeeds. It has value for the people that build and benefit from the business, both those inside the business, like employees, and those outside the business, like customers. As change is constant, it is important to remember the principles given above to ensure you develop and build a consistent and credible brand, because this is undoubtedly one of the most important keys to keeping and growing your business.
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Enthuse Creative delivers brand strategies and creative solutions that help small businesses grow clients and connections while navigating change. Contact us today to learn how we can help you.
