Rebuild Your Brand to Include Growth Strategies
To the untrained eye, it is invisible, but, my global entrepreneurial partner, Business of Brand (BOB), who analyzes and follows trends, has stated that we’re on the brink of the 4th industrial revolution and a 10-year economic boom. For you and your brand to succeed and achieve a high level of success in the new business era, you need to rebuild your brand by revisiting your brand choices, what you stand for, and how you are marketing your business. The way companies do marketing has changed. Is your brand set up to perform well in this new business era?
Rebuild for the New World
Between now and September 2021, brands have the unique opportunity to rebuild for the period of high growth that will follow the present recession. Those who address market needs (the market gaps that the pandemic has created) and innovate across the recession will come out ahead.
Start by listening to the needs of your teams and your clients/customers. Then, design and implement a purpose and human-led response for rebuilding your brand. Now, more than ever, people want to engage on a human level. Today, 84% of customers say that being treated like a person, not a number, is very important to winning their business. Consumers want something meaningful delivered from brands. Marketers should no longer be asking, “What can I sell this person?” but instead shift to 21st-Century business thinking and pull marketing — purpose-led approach vs. sale-led.
In a study about purchase intent drivers, Google’s analysis, “Rethinking Readiness” results showed that what drove the consumer to purchase were drivers like
“helps me achieve what I need,”
“makes my life simpler,”
and “anticipates my needs.”
By focusing on the people in your consumer community and what they need and want, you will connect on an emotional level and create long-standing customer loyalty over product and profit. This human connection approach proves to be important in driving purchase intent, brand love, and brand trust.
A tip for the 21st-century business model: Alway ensures that you keep your authentic brand Purpose at the core of your brand choices. A purpose-led business model will elevate your brand and attract your customer to you.
How Will You Lead Your Business?
While you rebuild your brand, it is essential to envision where you want to be in the next ten years, not just getting out of the recession alive. Think about your brand today, tomorrow, and the future and expand your vision of what it could be. If you rebuild your tomorrow with Purpose and actionable goals that align with the changing market that future vision, you will see exponential growth in the coming economic boom.
As a business owner or leader of the company, decide which type of leader you want to be. Choose what is suitable for you. Think about the level of impact you want to make:
- A Business leader listening to your client base and responding accordingly
- An Industry leader driving change and trends in your industry
- A Societal leader listening for human trends
Knowing what type of leader you are will help you tune into the right audiences and bring your Purpose into the world more effectively. Having this clarity will inspire on-point messaging that will connect with your consumers on the level that fits your brand. Connection drives human choices and relationships — building a community formed by your teams and consumers should be at the heart of everything you do.
The New Era of Trade
The 20th-Century business model was all about mass production and exploitation of resources irrespective of the societal and environmental cost. It was a time of faceless brands selling, selling, and selling the consumer at every touchpoint. Oh, how things have changed!
Selling your products and benefits does not drive consumer behavior. This type of marketing is called push marketing. It is sale-led and ineffective. While the brain processes product and services information, it is not the part of the brain that drives behavior or decision-making. Again, we come back to the fundamental drivers of the brain’s decision-making. What drives behavior is when someone believes the same as you do, your why, or when you address your customer’s pain points, needs, and wants with meaningful messaging and solutions.
For many business owners, a mindset shift must occur from 20th-Century thinking and leadership to the 21st-Century way of being. What is needed is to unlearn the past business mindset to rebuild with the new market.
21st-Century business is driven by very different motivations; it is led by consumer demand. Consumers care about the harm caused by single-use plastics because they care about the world we live in and want to protect our planet. They want to engage with brands that work to actively reduce carbon emissions, clean up our oceans, and stop the use of child labor. We, as a global market, are becoming conscious consumers.
As business owners, we’re responding by finding new ways to remodel our brands to fuse nature with technology and provide solutions. We are always looking at how to do things more effectively and efficiently while keeping in mind how to look after the planet responsibly. We want to be business leaders that put Purpose before profit – before, not instead of! – sharing common values with our customers.
Steps to Rebuild
It’s now time to be specific and be direct. Your brand needs to take real action to rebuild and excel in the new, consumer-driven era of trade. The entrepreneurial experts at BOB recommend taking big leaps, not little steps, to secure your brand in the new world, and so do I.
- Understand what the need is for your industry and brand. Ask yourself how you’re going to design rebuilding your business around that need over the next six months.
- Get closer to your staff – your people – and help them understand the vision and direction the brand is moving in.
- Manage the energy and pace of work. People are tired from the shock and recovery phases of the pandemic and recession. Now is the time to manage the energy of the working day to reduce burnout within the organization.
- Community is ever-present, and every business will build a community of their own over the next five years. It will lead with the people brands and not the business brand.
People come to my branding and growth agency, TruBrand Marketing, for brand building, brand refreshes, and brand renovations. Our Purpose is Illuminating the Journey to True Brand — Bringing Brands to Life. Through our partnership with BOB and BOBEarth, we are offering Brand DNA, Personal Brand, and L&D Recovery entrepreneurial online courses. Whatever steps you are inspired to take toward taking your brand to the next level, we can help. Just follow your inspiration, trust, and move forward with your rebuild in whatever way works for you.
Rebuilding With Purpose
At the heart of every person is connection. Connection to ourselves, to our families, our people, and the communities around us. When connection is the heartbeat of everything we do, how do we maintain it when our working life is ever-growing online?
It is time we look to each other and slow down our pace, take the time to emotionally connect with people rather than zooming in our busy lives. Now more than ever, we have opportunities to connect together, learn together, and trade together in a new way. What will that look like for you?
I’d love to connect with you and discover what your brand rebuild will look like for the upcoming market changes. Contact me to share your brand story, and we can work together to rebuild your brand with purpose.