My workout wasn't that great this morning. I'm having a hard time writing this. It was difficult to read this morning. I kinda feel lethargic.
I could examine each of these issues and think of a solution to each one, but it would just be addressing the symptoms.
You see, the issue was that I got sub par sleep last night. While I could have some caffeine, get shot of taurine, or do anything that would give me more energy, it wouldn't be a long-term strategy. Fixing the root of the problem, my lack of sleep, is what will makes these symptoms less prevalent.
Branding works the same way. If your marketing efforts, design systems, naming conventions, and other efforts seem off, you might have to backtrack a bit. Most likely, whatever is wrong is a symptom of something deeper.
You can spend all the time you want cleaning up the garbage downstream, but you'd save a bunch of time if you cleaned up the filth at the headwaters.
With every challenge comes new opportunity, especially in times of crisis.
With that said, you can curl up into a ball and let the world trample over your dreams or you can do something about it. Whether you have founded a company or are involved in making a company awesome as an employee, here are three things that every brand could do right now to beef up their brand.
Set up Virtual Meetings with Customers
Think you're alone in feeling alone? Not remotely. If you have a long-standing relationship with good customers, see if they're willing to talk with you over the phone or using a screen-share. Ask them specific questions like why they chose you over your competitors, what they think could be improved about your business, and if there are other things (besides COVID-19) they wish were better in their life. You might find they show new opportunities and that recurring patterns are going on within all their lives.
Do a Brand Audit
You've got a lot of time to yourself right now. Take this as a chance to look inward and see where the gaps are. Take a look at your marketing collateral, your social media feeds, your website, anything a customer might come into contact with. Are you doing the best you can to make them feel a cohesive, emotional connection with your company? Do you look like a company that is worth talking to and doing business with? Is it out of the question to think it could be improved?
Try New Digital Marketing Tactics
You will probably suck at this when you start, but what do you have to lose? You can't meet with anyone face-to-face, so you need to have a strong presence online. Create a newsletter using Mailchimp (it's free to start), create a YouTube Channel (also free), host a webinar using Google Hangout (also free). It's estimated that we are going to be distanced for the next three months, but you can close the gap by getting online in someway. Just pick one and go for it.
If you show up to a gun range with no target, you have zero chance of hitting something worthwhile.
Conversely, even if you can't hit the bullseye every time, a target makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will hit a bullseye at some point.
If you try to build a brand without first defining it, you have zero chance of making something worthwhile.
Conversely, even if you can't be on brand every time, defining it makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will be on brand at some point.
Point being, have an aim.