It’s a brutal old world out there for businesses right now. On a seemingly day to day basis, the rules change along with the operational environment and just when you think you’ve got it all figured out, your competition does what you wanted to do, only sooner and better.
So what does that mean for Brand Managers today? We know that the words we’re about to write have been used ad nauseum, but they’re going to be with us for a while so gird your loins, everyone:
In our post-Covid reality, everything has changed. It continues to change as well, as we discover new ways our lived realities have altered and persist in doing so as the pandemic evolves.
For marketing departments, this presents significant challenges in steering businesses through the murky depths – but for talented Brand Managers, it offers some of the most exciting operational environments in at least a generation.
So how can you, as a brand manager or department that manages your brand manager, keep your brand fresh and innovative while keeping relevance and still allowing room for ongoing change?
Here are three ways you can innovate your brand exposure right now.
Your company logo isn’t just a nice looking graphic. It instantly tells the public what your company stands for, what your message is and the market you’re trying to reach. So in changing times when you need to access new and emerging markets, the relatively straightforward way to do that is to change the way your company interacts with those potential marketplaces.
Interacting with a modern and robust economy means that you have also to invoke the operatives that define your organisation as a business that can engage with that self-same economy. In today’s economy, consumers want more significant engagement with the products and services that they’re using, and they like to be seen using those products too. This means that if you don’t have a sturdy and vigorous online presence that employs a wide range of media, audio-visual aids, social media integration and online trading platforms, you’re missing out and will likely be renegade to irrelevance faster than you might think.
It helps to approach an experiential agency specialising in brand activations, public relations, and product placement initiatives.
This is the power of the humble hashtag.
First, we need to ensure that we’re all on the same page with this concept. Thought leadership is when companies increase the visibility of specialised expertise and accelerate market influence to achieve the specific end of marketing goals.
This means that you build brand strength and generate new business by actively leveraging the ethos of your organisation in all of your communications. It could be something as simple as adding taglines on email signatures with the express purpose of starting a conversation in your online and social media environment.
The expertise of specialist leaders and employees in your organisation is heavily drawn on to influence and guide your public relations and, ultimately, your brand integrity and credibility.