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Having Survived 2009…..

January 19, 2010

What are you planning for 2010?  How are you planning to use your brand to navigate through the coming year? Disruption is now the standard modus operandi – disruption to travel, the weather, business, the economy and potentially the political base. At Zeal we have looked into brands and their use as a stable platform to drive communications. The one consistent element in any business is its brand and we would naturally argue the most important. Brands will now have to work  even harder, not just in creating visibility for the business but in demonstrating both the strength of its legacy and its resilience in the face of change.

The three key questions for any brand

  • Who are you?
  • What do you do?
  • Why is it important?

now need to be tested for relevancy and understanding.

Relevancy in the market – do you still deliver what your customers want?

Understanding both externally – is it clearly communicated and internally – do your staff engage in a consistent way?

2009 might have been a year of ‘wait and see’ but 2010 needs to be a year of refocusing and developing a plan going forwards to make sure that whatever investment has been made in the brand and communications to date is built upon and a direction set to navigate safely through the coming year.

So, what are you planning for your brand this year?