When Times Get Tough

There is no shortage of data, debate, and discourse telling us that times are tough.

Many businesses, families, and communities are being squeezed. Sure, there are some exceptions, but there’s a lot of pain in our communities right now.

Brands never sleep

No matter the state of the economy, branding goes on. It’s business as usual (BAU).

Your website is working 24/7. You continue to have conversations with various internal and external audiences. And your brand continues to lead the hunt for new business.

Do you hit the pause button?

You may choose to put some brand-related activities on hold, e.g. promotional activities and employee recruitment. But do you push out that critical rebrand, which was at the top of the to-do list?

What to do

For some of you, maintaining the status quo will be the right thing to do.

However, if you are considering a rebrand our advice is to proceed. We had to say that, didn’t we?

Branding is not a ‘quick fix’. It is more of a slow burn. While it’s possible to get quick runs on the board, the full benefits of branding are experienced over time.

In addition, developing and implementing a brand takes time, typically three to six months.

We believe that doing nothing or slowing things down can erode brand equity and market visibility.

If you start that rebrand now, you will have some real brand momentum as we emerge from this current financial funk.

And, if you ask nicely, there might be a brand agency out there that could establish an arrangement that acknowledges the times and your particular circumstances.