I've been racking my head around this since the initial quarantine mandates were put into place. It sucks that we are in a situation like this, but there is one key things that has seemed prevalent throughout all the chaos:
Remote Work is now commonplace and it actually helps in a lot of ways.
Obviously, I'm biased, since I work from home normally, but it seems that COVID-19 was the push we needed to expand our abilities in working from home or outside the office.
What makes this important is showing the flexibility of the workforce when forced to adapt. Maybe there is something more there, a microcosm of a greater potential to overcome adversity, but I digress. Anyway, back to remote work. It's a good thing and for many reasons. These would be the top three:
More time doing things instead of commuting
Double-edged sword on this one, as more people working from home means the people that have to go in will endure less traffic. On average, this would save people two hours per day, 10 hours per week, and 520 hours per year (give or take). Wow! Can you imagine putting that time toward personal health, cooking, or spending time with family? You'd be a different person if you really took advantage of all that time.
Less chit-chat, more deep work
Being an extrovert, like me, has its advantages, but the downside is that I will always prefer to talk with people rather than being left alone to do important work. When I worked for a startup after college, I would lock myself in a private room to focus for a couple hours because I knew I would take any opportunity to talk with coworkers. And while interaction is not a bad thing and should be used when doing brainstorming or collaborating on projects, a majority of our work can be (and should be) done independently. Why? So you can focus, dive deep into the problem, and get the thing done. Which segues into the next point.
Intentional social interaction
Though working from home has its benefits, we all need genuine social interaction. This is a shot in the dark, but if everyone is able to focus on the actual work they need to get done while working at home, then they can dive deeper during social interaction, especially with coworkers. Follow me for a sec, would you rather have 10, five minute conversations spread out over eight hours, or one, hour-long conversation without interruption? If you're like me, I prefer the latter. Deep conversations, like deep work, cannot be interrupted. My guess is that working remotely will create an environment where longer conversations take the place of spaced-out small ones as meeting up in person will be more intentional and focused.
What does this have to do with design and branding? I'm not entirely sure at the moment, but there is definitely a connection to the depth attained when working by yourself on a project without interruption. Maybe this shows that work, like design, is all about intention. If you intentionally make time to work, have conversations, or have fun instead of juggling them all at once, we'll be better off.
When training for an athletic event, we subject ourselves to pain in hopes of getting better. We strain our muscles to the point that cells begin to breakdown. Another way of thinking about this, is that a they die. However a new, stronger cell or group of cells takes its place.
Without the initial expiration of the first cell, the new ones can't exist.
The same goes for your brand. If you are going to change the way people feel about you, or at the very least continue to build and improve upon it, you must say goodbye to the parts that have grown weary.
Some examples of what this would look like:
Cutting services or offerings that don't align with your positioning.
Changing your name to better reflect your brand's character.
Refining the culture of your company to foster the brand.
Creating a unique identity that is totally different from the previous one.
Letting go of toxic people who don't align with your values.
Having the courage to throw it all away in the hopes of creating something greater.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.