Is Your Brand Built to Respond to Change?
The ability to pivot quickly is one of the greatest advantages of middle-market organizations. And having a brand that can properly support those moments is not only important, but necessary. Yet when it comes to building brands, companies sometimes mistake frequent changes for planned flexibility—meaning they think they can simply redo their brand later if it doesn't work.
Certainly, you can always do something over if it isn't right, but at what cost?
The brands that are best able to navigate shifts in the marketplace are strategically built to do so from the beginning. It’s the difference between being reactive and being responsive. When you react, you’re basing your decision-making on the conditions that surround you; you’re approaching the situation from a defensive position. But when you respond, you’re basing your decision-making on the foundation of who you are; you’re approaching the situation from a proactive position.
The fact is, when a brand isn’t fully articulated as a relevant solution to a customer problem from the very beginning, opportunities for effective engagement in the midst of shifting needs are missed. Every moment of interaction with a customer is informing their decision to you choose you—or not choose you. Quite simply, your brand is either a catalyst for growth or a threat to your bottom line.
Planned flexibility allows you to truly capitalize on opportunities, but only when you develop the thinking and assets upfront to visualize your brand.
If you’d like to discuss the ways you can build a brand that’s responsive to change, contact us.