How to Maintain Brand Consistency During a Crisis (and Why It's Important)

Maintaining a accordant and robust brand identity tin beryllium peculiarly challenging for entrepreneurs. According to a study by Lucidpress, accordant marque position tin summation gross by up to 33%. However, business owners often look circumstantial obstacles erstwhile their brands are successful changeless situation mode.

Overcoming these challenges involves pausing to build a coagulated marque infrastructure, seeking outer expertise for effective rebranding and defining a clear marque reside of voice.

Related: How to Finally Get Some Consistency Behind Your Branding

Overcoming challenges during a crisis

Entrepreneurs often look important challenges successful maintaining brand consistency during crises. Shawn Cole, President and Co-founder of Cowen Partners, shares his experience: "During Covid, we dispersed ourselves bladed pinch auxiliary services, causing marketplace disorder and a diminution successful revenue. It is difficult to beryllium bully astatine everything aliases beryllium nan solution for everyone. So, we redefined our target assemblage and our preferred level of service, and doubled, past tripled down. Business has ne'er been better. Finding coagulated referral partners whenever imaginable cements successful a client's mind wherever your work fits successful nan market, and they will travel backmost to you erstwhile ready."

Unfortunately, a communal pitfall among entrepreneurs is nan deficiency of a broad marque beyond conscionable a logo. In immoderate cases, entrepreneurs don't person a marque beyond a logo. This is simply a awesome opportunity to dive into your merchandise aliases service. Things for illustration halfway values, perfect customer profile, root communicative and marketplace investigation tin not only thief you trade your marque but 10X your business.

As an entrepreneur, you tin create a deeper knowing of your marque by defining halfway values, identifying your ideal customer and conducting thorough marketplace research. This holistic attack tin importantly heighten your brand's personality and growth. You tin get started pinch nan pursuing champion practices.

1. Reinforce soul connection earlier going external

Internal communication and worker alignment are important for ensuring marque consistency, particularly during turbulent times. Cole explains, "We regularly recommunicate our institution values to staff, particularly successful a distant situation and pinch unit coming from various backgrounds and experiences. Employers don't recognize prospective clients formed uncertainty successful your unit daily. They mightiness opportunity you aren't immoderate different from nan adjacent patient aliases your prices are excessively high, and your unit will, complete time, commencement to judge them. We instill worth and talk astir how we are different, really we are better, why our prices are what they are, and why we built our business for success."

To execute akin results, you should perpetually reenforce your institution values and unsocial trading points to your employees. This not only strengthens soul alignment but besides equips your squad to confidently pass your brand's worth to clients.

2. Build a coagulated marque infrastructure based connected your unsocial business

One awesome situation is avoiding changeless marque fires and focusing connected building a coagulated infrastructure. Don't get truthful engaged pinch nan small things that you hide your wide marque identity. If you're perpetually putting retired marque fires, your marque will inevitably look arsenic if it is successful perpetual crisis. It's important to return a infinitesimal to region and attraction connected building a solid infrastructure for your brand. In doing so, you'll person nan basal devices to grip each unexpected challenge, astonishment task and superb thought that comes your way, allowing your marque to stay accordant and strong.

Ultimately, nan extremity is to build a beardown marque infrastructure that helps you debar being perpetually reactive. This proactive attack enables your marque to enactment resilient and accordant done various challenges.

Related: 4 Steps to Create a Lasting Brand Identity

3. Don't autumn for nan enticement of soul rebranding

The biggest misconception astir rebranding is that it tin beryllium done internally. This is false. Consider nan illustration of Tropicana, which successful 2009 attempted to rebrand its packaging internally. The caller design, which costs $35 million, was met pinch widespread customer backlash and resulted successful a 20% driblet successful income wrong 2 months. This costly correction led Tropicana to revert to its original design.

Trusting an experienced, outer squad ensures caller perspectives, innovative solutions, and successful rebranding that aligns pinch your imagination while efficaciously reaching your target audience.

4. Stay up to day connected existent events and manufacture insights

Recent manufacture changes, specified arsenic nan FTC's prohibition connected non-compete agreements, person important implications for brands. This displacement emphasizes nan value of cultivating user loyalty to nan marque itself, alternatively than to individual personalities aliases founders.

Take celebrities for illustration Kim Kardashian aliases Kanye West, for example. Consumers who are much attached to these personalities than to nan various brands they correspond are much apt to travel them wherever they spell alternatively than stay loyal to their business partnerships. This mentality highlights really brands must attraction much than ever connected creating a strong, independent personality that retains user loyalty, sloppy of nan movements of cardinal individuals. This attack ensures semipermanent marque resilience.

Related: A 5-Step Guide to Revamping Your Brand Consistency (and Boosting Customer Trust)

5. Align your imagination pinch your strategical goals

Proper alignment successful branding is basal for avoiding communal pitfalls. Branding is not conscionable astir a logo aliases a tagline; it's nan creation of alignment — aligning nan imagination of nan C-suite pinch nan brand's strategical goals, ensuring a seamless connection betwixt your institution and nan consumer, and fostering a cohesive business betwixt you and nan branding agency. When these elements are successful harmony, nan marque tin thrive, avoiding nan pitfalls and disappointments that truthful galore person knowledgeable pinch agencies successful nan past.

Ultimately, by aligning nan C-suite imagination pinch strategical goals and establishing cohesive partnerships pinch branding agencies, businesses tin build resilient brands that guidelines nan trial of time.