Everyone is talking about the “new normal”. But the new normal feels more crazy than normal. Everything is constantly changing. There is no certainty.
As the owner of a branding firm, I have a huge responsibility toward my clients. The last thing I want is for them to invest in something expensive that will take time to produce quality ROI.
Today, more than ever, I feel we need to take a baby step approach to branding. We need to build a strong foundation for brands, with high marketing collateral. Building a good brand is a process, and therefore, we need to help our clients maximize results while the brand develops. We also have to be very careful with their budget.
Now, more than ever before, businesses must look inwards and connect with their most authentic “WHY ARE WE HERE” before building or changing their brand. They must feel their true calling. This calling will guide them through uncertain times.
Once businesses connect with their “WHY”, the next step is to DARE. It takes courage to be who you are and not follow the pack. This is not an era that tolerates “more of the same”. On the contrary. The “new normal” embraces brands that aren’t afraid to project something truly different and wholly authentic. These are the brands that inspire people.