Every business and brand has to respond to change, especially in these turbulent times. The great scientist Charles Darwin once said:
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
By species, we are assuming that he was referring to businesses as well as brands.
Creating an adaptable brand
Success and dominance yesterday does not guarantee success and dominance tomorrow. You can’t live in the past or turn back the clock. Technology, taste, the environment and the economy are all volatile. Which means your business has to adapt and so does your brand. When the rate of change out with your business exceeds the rate of change within it, then as the song goes, “There may be trouble ahead”.
As branding and marketing consultants, we explain to our clients that it’s your brand that communicates the changes you have made, how you have adapted and better serve your customers. Each and every day you face the simple and stark choice: evolve or die.
Let your brand adapt to changes
So how do you communicate these changes? Here are some tips that you can put to work for you:
Resistance – something that you may not expect to have to deal with but unfortunately comes along with every change. People aren’t trying to be difficult, they just naturally want things how they were before but the trouble is that is not what will take your business forward. You’ll need the help of employees and sometimes other clients to help you to convince others. Get your employees on board by making them feel involved in the process. Focus them on the benefits.
To help you to communicate the change – create an ‘elevator pitch’ for it. You may want a compelling story at the centre that will help to motivate people for action. Be sure to highlight the benefits of the change from the perspective of the listeners and add a call to action. Deliver your pitch across a variety of channels.
The easiest way to get people to accept change will be to ensure that they understand what’s going on. They should know why they are benefiting and what they need to do. Craft this information into many different channels, including email, newsletter, your website and even in your business premises.
Change is inevitable for every business in every city and in every town. If you are in Glasgow, Edinburgh or even Manchester if you aren’t going forward then you are going backwards. Be sure that you communicate that change through your brand communications and you will be able to keep current customers on board and pick up new ones.
Where’s the chameleon in your business?
If you’d like to make your brand work harder for you, then please give us a call or drop us an email. http://www.darwinbrandconsultants.com/ tel: Tel: 0844 880 4281, email: firstname.lastname@example.org
Vincent Bissette is Managing Director of Darwin Brand Consultants, a Glasgow-based brand and marketing agency with clients in Glasgow, Edinburgh and Manchester