BIG thoughts for small businesses

Unlocking the full power of your brand is incredibly important if you want superior advantage.

However, driving change to empower your brand requires commitment, courage, and consistency.

Even when there’s a mandate for greater brand investment, crafting and adhering to the right brand strategy is a challenging journey.

Here’s some things to think about…

1. Commitment:

Simply understanding the importance of defining and activating a brand isn’t enough. It demands you show true commitment, including dedicating time, financial resources, and executive attention. Engaging your stakeholders is crucial for a strategy to take root.

2. Courage:

Throughout the strategy development process, you will have to confront tough realities and make hard decisions. It takes courage to maintain the strategy’s integrity and resist diluting its essence for broader acceptance.

3. Consistency:

When initial enthusiasm meets the challenges of real-world tradeoffs, staying consistent is crucial to realising the brand’s long-term vision and success. Experience has shown that changing the brand strategy is just the start. Real change comes from impacting people and processes, not just the marketing.

4. Fine-tuning:

Finally, striking a lasting balance requires calibrating and measuring effectiveness. Calibration is critical because it sets a target balance, i.e. the ratio of short-term vs longterm marketing investment. But this initial calibration should not be considered set in stone. It requires continual reassessment as market conditions change.

Information kindly donated by www.thinkers.co.nz

Information in this microtraining sheet may be abridged and therefore incomplete.

This information does not constitute and should not be considered a substitute for appropriate professional advice.