The dust may be settling from the initial disruption of the global health crisis, but the economic fallout is far from over. Executives face an uphill struggle in visualizing and planning for an uncertain future. Of course, workplace safety and essential operations are still top priorities. At the same time, it’s critical that leaders maintain the health and consistency of their brands.
In our work with leaders across a number of industries, and in our own efforts to navigate the current reality, we’ve identified some all-too-common pitfalls disguised as common sense. Not surprisingly, they involve strategy, planning, and resources — all of which are in short supply. The danger lies in the potential consequences of reactive decision-making: A vision that’s unclear to anyone outside the C-suite; a diluted, fragmented message to team members and customers alike; and confusion in the very marketplace that can otherwise sustain the company.
The good news is that with a little perspective and some expert guidance, leaders can leverage their brands to help keep their businesses moving forward. Here’s how:
Get back to basics with your brand. Remember your organization’s core values — the things that will never change. Remind your audiences who you are and what they can expect. Adjust the personality or tone to reflect the times, but don’t waver from your brand identity and your message.
Despite the immediate pains of slashed budgets and downsized teams, take care to keep one eye on the long term. No matter what it looks like, there will be another fiscal year — and it still comes down to strategy, planning, and execution.
If your organization already has a clearly defined set of brand standards — and tools like an image library, templates, and an online presence — that’s good. Consistency will help control costs and ensure progress. If not, then consider investing in these foundational elements as opposed to re-inventing the wheel with each campaign.
Plan the work, and then work the plan. A lack of focus can lead to over-spending on marginally effective tactics.
Fear of spending can lead to missed opportunities. Still, it may seem hard to justify an expense — especially one that doesn’t always appear to directly impact the top or bottom lines. Our advice: Shift the way your organization views brand building and marketing. Invest wisely in the brand, so you can spend more purposefully on tactics.
Sometimes it makes sense to bring certain roles and tasks in-house. And these days, it may seem like there’s no other option. Just remember there are costs associated with hiring the right people to do the work — and there’s a price that can come with handing off responsibilities to inexperienced or unqualified team members. Bottom line: It may be best to leave some things to outsourced experts.
An experienced brand strategist can help you stay on brand, stay on target, stay on message, keep things consistent, and do more with less. Yes, it’s an investment — but it’s one that many businesses can’t afford to pass up.
The MasonBaronet team is a lean, agile group of senior leaders offering highly personalized brand strategy, brand positioning, and integrated brand communications. We welcome the opportunity to learn about your business and your brand. Let’s talk.