MJ Braide — Branding and Organizational Alignment

MJ Braide unites brand and organization

"On My Mind..." The Minder Blog

Recession-proof your Brand

Okay, so no one can totally recession-proof anything, but I've been thinking about some simple things you can do with and for your brand during down markets, when the temptation is to cut costs, slash prices, eliminate staff, lower service levels, change who you are and very possibly alienate customers (so that when the economy turns around - which it will- they'll have moved on). I've been thinking about five opportunities:

Stay true to your value proposition but adapt to new realities. Anticipate how your customers are going to change their behaviour, and change with them. This is particularly important if you are in a category that is the first to get chopped when consumers feel queasy. Coffee drinkers might be skimping on their $4 daily latte, but they might also be interested in buying more beans and coffee-making accessories to roast, grind and brew at home. Large scale computer purchases may be down but service contracts, leasing and targeted productivity tools might be up. Professional services clients may not be planning the big projects but will thank you for bringing them ideas that will improve their performance for minimal investment. There are examples like this in just about every category. The idea is to shift your offer, while staying true to what your brand means to your customer. Keep delivering on your promise, just adjust the scale.

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Uniting brand and organization

Great positionings and corporate brands are usually very simple, sometimes original and always inspired by the market; but they’re not just marketing.

If you have a clear and clearly-better idea of who you are, and you live it out in everything you do—how you plan, market, sell, service, hire, train, research and invest—you’re uniting brand and organization to build real competitive strength, not just sales and marketing campaigns.

I believe there is a differentiating idea inside every organization, but too often it gets lost in sales rallies, visioning and the race for parity with competitors.

The trick is to dig deep to find out what makes you great, define it with a proposition that is real and persuasive, and back it up with an organization that is tuned to deliver.

By uniting brand and organization, I help discover and deepen competitive strength through positioning and corporate brand development, organizational alignment and relationship marketing.

Mary Jane Braide Brand and Organizational Alignment Strategy