This pandemic has thrown a massive spanner into the workings of the economy.
At this stage, it’s difficult to know how different sectors and markets will be affected. But the needs and priorities of your audience will be changing. How an organisation with a rich history remains relevant will partly depend on how it adapts to these changes.
Use some of this lockdown to reflect on whether your business needs to refocus.
We’ve compiled five tried and tested hands–on exercises to help you assess, refine and if necessary, adjust your brand. The interactive activities are taken from our brand process and address five questions:
– Who are you talking to?
– What are you trying to say?
– What’s everyone else saying?
– Why should anyone care?
– Do you look distinct enough?
“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.