Brand Marathon
I’ve always believed that brand building is much like running a marathon. I wrote about this in 2013. When I look back at the principles that I observed then, cut to today, in the midst of brands being impacted by Covid-19, I feel they’re more relevant in these times than ever before.
Principle #1: Strengthen your core. When you are tired, a strong core is what pulls your through to the finish line.
For brands today, dig deep to understand your core offering. Know what your brand stands for and you will know what to focus your resources on. Especially when they’re scarce.
Telus knows that they are in the business of connecting people and they’re using it to help those in need. Through their relief efforts, they’re ensuring that frontline workers stay connected, helping doctors connect remotely with patients and providing 10k smartphones and tables for seniors and those in need.
Evaluate your brand core. Is it strong enough to go the distance?
Principle #2: Stand tall and look forward. When you look forward, your eyes are on the goal, your feet know where to tread and your body knows how to position itself to endure the long journey without injury.
For brands today, planning for the future is most critical. The way we live and work is changing drastically and that will influence what brands we consider relevant in the future and which ones we don’t. We need to keep a pulse on the changing trends and ready ourselves for what is to come. How will your brand and business address this change? How will you evolve? Will you survive, revive and thrive or will you take a dive?
My favourite example of a revive and thrive brand, is Netflix. If Netflix considered itself in the business of movie rentals, it would be irrelevant today. Instead, they revolutionised movie-watching with the streaming model we know today. They recognised their core to be ‘unlimited entertainment on demand’ and didn’t hesitate to reinvent. On the other hand, Kodak took a dive and filed for bankruptcy because it didn’t look forward. They had their eyes down.. on their film product, and not forward.. to the future of imaging.
Look into the future. What is the change we must embrace?
Principle #3: Make running a part of your life. When you inculcate the steady practise of running, it becomes a part of you irrespective of the upcoming marathon event. You know how to adapt when one course is tougher than the other or when there are woods instead of concrete roads or hills instead of flat land.
For brands about to restart amidst restrictions, the course has changed for them too and I see the adjustments being made (fashion brands are designing face masks, distilleries are using the alcohol supplies to churn out hand sanitisers, yoga studios are taking classes online, restaurants are doing more home deliveries and employees are working in isolation, away from their office experience) but it’s only a matter of time before they become a blur of similar products and services in our mind.
In this situation brands must ask, how can we be more than just a commodity for them? How can we ensure that they feel our presence, what we stand for, our values and our beliefs in their new normal? This is where our beliefs and values make changing course easier.
Think about the customer’s new journey with you and their changing needs. The experience you give them now, driven by your beliefs and values, will enable your brand to stand strong in their minds.
The above principles are the building blocks for your brand strategy. If there is a chance that you are open to doing things differently to cater to a new way of life, do start with this exercise. Arrive at your core, think about the future scenario and change course keeping your beliefs and values at the centre of everything you do.
Happy long distance running!