Amid the uncertainty of shifting targets and blurred objectives, right now there’s a great opportunity for organisations to take the time to look at how to come out of these strange times stronger, leaner, meaner and cleaner.
Understandably, the focus for many organisations through the crisis to date has been doubling down on communications with existing contacts.
However, over the last few weeks many of our clients have been starting to take a pause from the day-to-day comms cycle and take the opportunity to re-examine the bigger brand picture.
The key thing now is to plan for the recovery – and that includes making sure your brand will be fit for purpose for what is likely to be a very different future.
If lockdown has taught us anything, it’s that me-too won’t cut it. Differentiating your brand through the likely surge in brand noise as the economy gets back on its feet will be more important than ever. Brand managers will need to call on all their ingenuity and creativity to secure share of voice.
‘If lockdown has taught us anything, it’s that me-too won’t cut it. Brand managers will need to call on all their ingenuity and creativity to secure share of voice’
We’ve been fortunate over the last couple of months that our brand strategy workshops, specifically designed to inform creative engagement with segmented audiences, could have been made for this Corona Zoom environment.
Since lockdown we’ve worked on some fascinating projects for clients as diverse as an energy industry institute looking to stay relevant to a changing membership, a property business that needed to take a step back and re-examine its mission and purpose, and a private school that wants to refresh its brand.
If there’s one single lesson from these projects, it’s that focusing on audience motivations is as vital now as it’s always been. What our clients tell us works best from these workshops is taking an objective look at their various audiences and articulating messaging that clearly nails down the organisation’s place in the world to inform every campaign and brand touchpoint.
If you’d like to start planning your brand rebuilding exercise with Thirdperson, we'd love to talk.