Tough Times Call for Strong Brands
This is no time for the faint of heart in business. So if you’ve been listening to our Challenger Brand messages about being bold, gutsy and sticking to your brand strategy, no matter what…I say it’s even more important now while the whole world goes through what’s going to amount to an economic restructuring.
Our Challenger Brand philosophy has always promoted thought leadership, leveraging the tools of marketing and advertising without sacrificing profitability and focusing on creative ideas and integrity. In this economic climate, customers will be looking even more for trustworthy business brands that have their act together, so it’s important to demonstrate beyond a shadow of a doubt that you do – and that you’re here to stay. Customers want, no NEED, to trust your brand and be assured that your company is focused on their business problems, not on your own.
How can you demonstrate this? In every single way:
- Your website
- The way your customer service engineers speak to your clients
- Your tradeshow display
- An article written by one of your employees in an industry publication
- The way your phone is answered
Give your prospects and customers any reason to doubt your capability or stability and it detracts from your brand-building efforts and your future opportunities.
So if you are uncertain about how strong your brand is, it may be time to do a 360° assessment from the customer’s point of view. Ask yourself:
- Are we making sense?
- Are we telling a compelling story?
- Are we giving them a reason to like us and choose us over the other guy?
- Are we up-to-date, savvy, winners?
All of these help create a strong, unassailable brand that is best expressed by a unified, simple message. If you doubt this, just look at the Presidential campaigns. Judge for yourself what will be the value of a strong brand on November 4th.
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Posted by: Andrea Fitting in: Words of Wisdom at: 12:02 pm Keywords: brand, brand strategy, business, Challenger Brand, creative ideas, economic restructuring, leadership, profitability |
John McCain stands for grumpiness. Sarah Palin stands for stupidity. Barack Obama
stands for, well, I’ll get back to you, oh the middle class. Joe Biden stands for sanity. Thanks, Joe.
It seems negative advertising is the way to establish a political brand. If Rove were running the democratic campaign, there would be ads saying that McCain was dumb for getting his plane shot down, and that five years of torture affected is brain, therefore… “Obama. Never in Prison”.
I’m voting for FDR even though he’s dead. Really, we need him RIGHT NOW.
Do not shout “SARAH PALIN” in a crowded theater!