Is Your Brand Adapting or Surviving?

Posted on 03/24/2009 by admin

Over the past year, I’ve witnessed a gradual course change among successful entrepreneurs and business owners. While the initial response to the economic slowdown was a universal “hunker down” mentality, it now appears to be one of strategic responsiveness. In other words, it’s difficult to see emerging opportunities with one’s head buried firmly in the ground. And opportunities always sprout when change is in the air. Specifically theses changes are…

• Financial

Consumers are looking for products and services that return solid value vs. prestige and status. Are you in tune with that change? Are you offering alternative ways to purchase your services? Are you underscoring the positive return on investment?

• Environmental

Consumers are more aware of their individual and collective impact on the environment. Attribute it to last summer’s high gas prices, climate change, media coverage, etc. Whatever the reason, it’s here to stay. Are your products and services adapting to meet this need?

• Spiritual

The Obama phenomenon spoke to a larger consumer shift to seek the greater good. This may be partially tied into the environmental point listed above. It’s no longer “God bless us four and no more.” The access to global communication and interaction has increased awareness of our common humanity. Is this reflected in your brand message? Is it “me” or “we?”

Rather than goaling to make it through ’09, or waiting for the stock market to recover, or home values to rise, why not look for the shifts in your customers’ attitudes and begin to innovate. While others take a defensive posture, you can quietly, efficiently and effectively introduce solutions that resonate with your core audience. And that will make you all the stronger, in or out of a recession.