Longevity
09.04.20

When you’re thrust into the unknown by, oh let’s say a global pandemic, it’s only natural that our initial response is reactive. The word that comes to mind is survival. However, as we emerge from that state of heightened volatility, it’s important to take a deep breath, logically access the situation, and return to a ‘big picture’, long-term mindset. Brand equity is not built over night. It’s built through a series of consistent actions and experiences. It’s built with intent. So amid the turmoil it’s important to remember that how you act now will directly influence your future. It can be tempting to retreat when in fact the opposite is required. To be clear, it’s not our intention to oversimplify. Every business is different. However, if you’re fortunate enough to have found your feet, a ‘return to purpose’ is the best investment you can make for the longevity of your business. Having said that, given the state of play, it’s likely we will all need to adjust our expectations. The sales ‘consideration’ phase might last a little longer. The notion of what defines ‘value’ may be further scrutinised. And understanding and communicating how we are differentiated will make all the difference. And yes, we’ll also have to adjust the way we attract, engage and service our target markets. However, when the going gets tough, businesses with a clearly defined sense of purpose have something to return to, and sometimes that’s the best assurance you can ask for.