Capitalizing On Business Opportunities: Uncovering the Real Need
The single most powerful question we ask our clients when we are helping them determine what to do next with their brand is so simple, it often catches them off guard.
“What if you did nothing?”
That’s the question we frequently ask middle market executives when discussing the challenges of their business and what it is they think they need to do to address them. Without fail, that question gives them pause. They know intuitively that something must be done to capitalize on opportunities or navigate challenges, but they don’t always stop to consider if the solution they are proposing will actually accomplish that task for their business.
We ask that question because we’re trying to uncover the real need—what is really at stake if no action is taken. And more importantly, what does the brand truly need to do to support the future growth of the organization? In short, it helps us to distinguish what is necessary.
Usually, the solutions businesses tend to gravitate towards initially are tactics: websites, collateral, social media, videos and content, etc. But it’s what lies behind each of these tactics that determines its success, and that is the most underestimated tool of mid-sized companies today—their brand.
At +Intention, we believe that there is no distinction between a business and its brand. A good brand connects with customers, shapes their feelings, and drives their decision-making about a company. When a brand can do that successfully, what follows is often sustainable growth for a company.
We work with companies regularly to determine their strategic approach and build their brand foundation, helping them make the intended impression with their customers. Anyone can create and deliver a tactic for a business, but only a purposefully built brand can ensure those tactics actually work to drive the business forward.
So when we hear answers to our question of “What if you did nothing?” such as, “We’re going to miss this opportunity before our competitors figure it out”, “The investments we’ve made in acquisitions will not see the ROI necessary”, or “We’ll hobble along until somebody buys us”, we know that updating a website isn’t going to fix any of that. Those responses are an indication that the components of their brand are not right, yet. Perhaps the company is clear on the real value of their offering to customers, but that’s not being articulated in a compelling way visually and/or verbally. Maybe a company doesn’t know how to convince their customers to buy a service that’s unique to their industry, yet the company knows how crucial it will be to their customers’ future success. Or perhaps a company is trying to expand its offering to position itself as more of a comprehensive resource for their customers, but they’re having a hard time expressing the benefits to their audience. Whatever the business challenge may be, there is a brand solution.
When a brand is established to address business challenges, it can credibly position a business in a new category, it can establish a need for a unique offering with an ideal customer base, and it can protect the sustainability of a business in a competitive market.
So, what if you did nothing?
+Intention is a strategic branding and design studio whose purpose is to help mid-size businesses navigate an ever-evolving marketplace.
Contact us to learn more about how +Intention can support your brand and business.