It seems that every day we wake up to a new challenge in business (and life) right now. With the amount of uncertainty in the world in so many areas, it’s no wonder it’s causing us stress and doubt.
Your brand can be a pillar of safety and certainty in an uncertain world.
We turn to products and people we know and people we trust in times of uncertainty, and that’s why it’s even more important to focus on building and maintaining your brand as best you can. There are many elements that can change, but if you focus on building a strong and trusted brand, YOU will be the one people will turn to when they are looking for reliability and certainty.
The best way to manage the constant changes is to focus on what we can have a level of control on – and let go of the rest.
“Do your best and let go of the rest…”
When it comes to your brand, there are many elements that you can maintain significant control over, and it makes sense to focus on those.
KEEP TO YOUR BRAND PROMISE
Focus on building your brand around things you can reliably promise to deliver. It might be quite simple, but brands are built on trust and knowing your brand can do what it says it will, is essential to build brand loyalty.
KEEP YOUR VISUAL IDENTITY CONSISTENT
Keeping a level of visual consistency to your brand gives your customers a feeling of safety.
PRODUCE CLEAR AND RELEVANT COMMUNICATIONS
Know your audience and speak to them. Use their language. Make them feel heard, and show them that you care. Stop trying to be everything to everyone, adding too many products or services trying to please everyone.
KEEP CONTROL OF YOUR WEBSITE
Understand the basics of how and where your website is managed. Ensure whoever manages your website shares the essential information with you, so you can access your website whenever you need to. Don’t “I don’t understand that tech stuff excuse” Your website is too important to let go of control. Get your details in order, know where it’s hosted, get the passwords and be the owner – don’t rely on external companies to know it all and be the gatekeeper.
REMEMBER YOUR BRAND PURPOSE
Remember the big why of your brand – who are you helping, how do you make a difference?
STAY TRUE TO YOUR BRAND VALUES, VISION AND MISSION
Having clear brand values will help you when you need to make changes or decisions. Check in with the bigger picture, aligning any decisions to your core values. Revisit your vision and mission regularly so you know where you’re going and why.
MANAGE SIGNIFICANT CHANGES
If you do decide to change course, manage the process carefully, being mindful of the impact on your customers. Multiple changes or snap decisions might be simply over-reacting to external factors, which may cause your customers to become unsettled. Make conscious changes directed by your bigger Brand Strategy.
CREATE YOUR OWN PLATFORM
Being too reliant on social media can be dangerous if you don’t really understand it and stay abreast of changes. Even then, you can be buffeted by sudden changes. If your brand has strong foundations, your customers will remain loyal. Developing your own website or being seen on multiple platforms is wise to ensure you don’t become too reliant on one platform.
STAY TRUE TO YOU
External events don’t have to change the essence of WHO YOU ARE and what you do, just how you deliver it.
Take the time to focus on the foundations of your brand, and you will build a brand that is steady and safe.
Focus on building customer loyalty wherever you can, and your brand is where they will turn to.
Be the certainty in your customers’ lives; they need it right now.
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If you’re interested in creating a brand you can deliver with confidence, we’d love to hear from you…email us here
Learn more about branding from our blog post Why is branding important