Brands are scrambling in order to get the attention of increasingly discerning – as well as hyper-aware -consumers. How have some brands got it right to remain resilient in the face of uncertainty? What do resilient brands do right, giving them the opportunity to not only stand their ground in tough times, but to come out stronger?
Clarity is what finally drives resilient brands’ positioning, builds their equity and also gets customers converting faster. Clarity is the basis for building a resilient brand and is the only way in order to get to a specific answer. Strong and resilient brands share common traits.
When you consider what it is which enables them to recover quicker, endure better as well as drive growth, you can’t help but land on this truth: they are clearer than their competitors. The power of clarity can never be overestimated.
In the pursuit of a precise positioning for any brand, clarity starts with one question: how do we get to the only possible words for your brand? These are the words that feel right for the business, the category, the market and the target audience.
Short-Term Imperatives For Brand Strength And Resilience
Brands did not automatically recover after the financial crisis. In addition, they will not recover automatically from this crisis. Understandably, in a period of uncertainty as well as financial pressure, it is tempting to cut back on advertising and marketing investment – at least in the short term. However, cutting back is extremely counter-productive.
The need to feel comfortable – as well as certain – about the market prior to investing is normal. However, today is not normal. Delaying the decision to invest will not add comfort or certainty, but it will jeopardise effectiveness. It is necessary for brands need to come to mind easily and be easily accessible. Vanishing from the marketplace to gain a short-term financial benefit will make it more difficult and expensive in order to rebuild brand presence.
