It's been a tough year for pretty much every business going. Healthcare and construction aside, the majority of us have had to learn to work remotely, rely on technology, adapt to contracts being put on hold and accept that workers/contractors/suppliers and clients are not available like they used to be.
But out of that challenge has come opportunity and there has never been a better time to adapt, reimagine and reposition your business. And that means your brand.
A brand is not a logo, nor a strap line. It is the feeling and perception that all stakeholders have in association with your company. It requires cultivation and care, research and analysis, understanding of all stakeholders and drivers, precise strategies and careful implementation.
As many of us wait eagerly for the various dates in April, May, June to start the roadmap to normality post-pandemic, the window is closing to make a real impact to your brand, your business and its goals with this 'new world' in mind.
What have we learned?
Brand loyalty has increased for those that have communicated transparently, provided insight and intelligence for customers, and thought creatively about what their customers want - even if they cannot be physically present. This needs harnessing in the long-term.
Flexibility is key. The value proposition of a brand or service needs to retain the power to adapt.
Covid has accelerated changes, rather than necessarily created new ones. Those that have already invested in digital, wellbeing and connectivity will win, and those that haven't, should do and fast.
Local engagement, communication and support has never been more important.
Clear communication of messages and services are key.
Tone of voice is especially important. Now is not the time to be tone deaf to the major issues and concerns of businesses and the wider public.
What should businesses look to take forward?
Now is the perfect time to take stock and implement change if you haven't done so already.
Brands need to be clear, consistent and speak directly to heir target audience.
Investment in brand in the short-term will pay off in the long-term.
Take advice on tone of voice and the issues to be seen to stand for.
Don't do anything half-heartedly - commit to an agenda and ensure it runs through all messaging, internal communications and activities.
Engage with your audience proactively and responsibly - if you cannot interact physically with employees and customers, devise and implement a plan that will reach them and maintain their interest and engagement.
We work with businesses to gain a thorough understanding of ambition, targets and hurdles. We analyse perceptions and consider audience drivers, challenging and re-defining USPs to drive opportunity and results.
We deliver innovative brands that engage, inspire and last well into the future. We work fast and smart to ensure business change is effective and timing is optimised.
Think we can help you? Get in touch.
