Brand versatility wins the race
In today’s rapidly evolving marketplace, it’s difficult enough to catch-up with ongoing changes and industry innovations, let alone excel. But, the best protection in an increasingly competitive and evolving market is a versatile and flexible brand, backed up by the facts and figures that come from an ongoing analysis and forecasting background, that is a key ingredient to handle fast-moving customer expectations and technological advances.
How does your brand stack up?
With technology continuing to set a cracking pace of innovation and inspiration, watching the traditional barriers to entry fall is the latest spectator sport in the business world. The fact is that just one fresh idea can be a game-changer. And it might hit at any moment. Think about how quickly the impact of disruptors such as Uber and Airbnb have already made their mark. And that global fleet of driverless cars is getting closer every day. No industry is completely immune and for brands working within the property development and real estate industries, technology and the digital world has already had a huge impact on the way business is done. The changes that are currently upon us could hardly have been predicted just one generation ago and in the coming years yet more new ways of doing things that we can’t imagine at the moment will, no doubt, be an everyday reality.
The futility of spin
PR agencies once did amazing work. They doctored spin to ensure brand reputations were maintained and scandal was covered up almost as quickly as it began. But this is the age of the silence-breakers. News spreads and, whether it is positive or negative, it travels quickly. The challenge for brand managers is to front up to this new era of truth and navigate brands through a society where disruption is a daily occurrence. Customers no longer accept decisions made by brands. They lead the outcomes they want to achieve and if they don’t get their way, social media provides the global platform for their voice to be heard – and it’s only getting louder. So when brands get it right – and there are many that definitely do – it’s worth taking a closer look to see what can be learned.
The beauty is the balance
Why do some brands succeed where others fail? We believe it’s all about balance. Agility is everything and although maintaining your position on shaky soil that’s crowded with competitors might seem challenging, the reality is that, with a solid foundation of brand awareness and well-considered strategy, you can create your own balance – even in the rockiest terrain. Genuine agility can only happen when two things are mastered. The first is that foundation – the understanding of what your brand represents and where its values sit. And the second? That’s about adaptability, resilience and being nimble enough to weave and dance and keep crafting a message that’s relevant and responsive.
Changing times demand savvy strategy
What does it actually mean to be agile in the market? More and more, agility is an expectation that all brands are required to meet – and exceed. That doesn’t mean rushing into things without thinking them through. And it doesn’t mean acting on impulse without the safety net of research to support your decision-making. True agility happens when things are meticulously planned and forecast, with the smartest business decisions built on knowledge and a long-term vision of genuine purpose. So, simply asking yourself how versatile your brand isn’t enough, unless the question can be answered with absolute honesty. And if it’s not the answer your brand needs to succeed, it’s time to make changes that enable your brand to pivot when it needs to – as long as that much-needed congruency of brand values and ethics underpins every move you make.
Picking up the pace
Moving faster can happen with the right systems in place. Investing time and money in creating and implementing efficient processes may seem like it’s slowing you down in the early stages of business-building but the truth is that it will add pace in the long-run. Analyse your market and work out ways to put the right systems in place to ensure you can deal with every possible eventuality without a moment’s hesitation. Genuine agility is about understanding the needs of your clients and customers and knowing how to address any complaints or problems as soon they arise.