A time to refocus?

This pandemic is a tough time for almost everyone. But the lockdown also creates space for some businesses to review and refocus their brands.

Branding, Essentials | 2 minutes read | Gary McIlwaine

A time to refocus?
A time to refocus?

Many businesses have seen activity stutter to a halt, as if someone has pressed the pause button. At some point we’ll get to press play again, but it would be a mistake to think that everything will pick up where it was. ‘Business as usual’ may not be possible; there are likely to be challenges and uncertainties ahead. 


If you’ve been wondering whether your brand could be working harder, now could be a useful time to take a moment to assess how it could be refocused.

Your market is likely to be different when the lockdown finally lifts. Should the brand refocus to cut through in the post–crisis environment?

To help you consider these sorts of questions, we’ve developed a resource to help you think through your brand and reflect on how well it’s performing. It draws on 20 years of experience and brings together some of the tried and tested exercises that we use as part of our process.


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And if you want to talk through your findings, we’re ready to listen.

We don’t know what the months ahead will bring. But we do know that the businesses that take this moment to strengthen their brand are more likely to survive and grow in the post–crisis environment.

Email Gary to find out more. 


“These exercises are exactly what a lot of businesses need right now. Exercise four – ‘why should anyone care?’ is a killer. It’s quite often the most confronting part of marketing because not being able to answer the question is a good sign your thinking has holes in it. Without a decent response, everything beyond that is irrelevant.”


Matthew Holland, Head of Corporate Marketing, Iress.


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