Looking forward to 2010

Just one more post about the upcoming year?

Yes. And from our perspective, we see many changes, and yet much that will remain the same.

2010 will be different than 2009

2009 was not a year that was kind to all. However, it was a year for many companies and industries to discover what was essential, what they’re good at and where the business should be when it is streamlined and focused. We discovered that. And many of our clients did, too. One of the advantages of a business like ours is we have an overview of different industries and how they have been affected by the economy.

The food business took a hit with a drop in foodservice orders, due to the shrinking dining industry. Private education felt the impact of more students looking for ways to save tuition costs by attending public alternatives or delaying entering college. The wood products industry scrambled to just stay in business, to weather the huge reduction in orders and cement relationships with existing outlets and clients. Others just did everything they could to focus their marketing on building relationships and maintaining sales volume.

Yet forward-thinking organizations also took the opportunity to re-examine their positioning in their market, define and refine their messages, explore new market opportunities and create a whole new context for who they are in business and how they’re perceived … with a new brand. An article quoted by a client referred to “a crisis is a terrible thing to waste.” So true. We’re confident these organizations will see 2010 as the launching of a new level of success, of recognition and bottom line results. And we’re proud to have contributed to their success.

What remains the same?

The essence of branding is understanding your audiences–who they are, where they are, how they interact with you and what their perceptions are of you, your products and services. This will remain the same. It’s critical every organization be clear about who they are from the perspective of their audiences, and that the message and idea of what they offer is defined from the audience’s point of view. Add to that the need to distinguish and separate one organization/company/product from the competition … in the mind of the target audiences … and you have the essence of solid marketing strategy, the foundation of effective branding.

The power of branding is astounding. When the right message, the compelling idea, and visual impact are created to support that organization/company/product, the results can be phenomenal. And we have seen how even the smallest updates and changes can make a huge difference to all audiences, especially the internal audiences.

The last post referred to the power of employees to build the brand. Your employees and staff, those who interact with your customers, must embody the idea of the brand. Their interactions create the brand experiences and cement them in the minds of your audiences. Often the highest impact of a new message and brand will be seen with your internal audiences.

Thus for Creative Company, we will continue to focus on the defining, strategizing, development and implementation of a brand that has power and substance, that represents visually and conceptually what the essence of an organization is and how that organization benefits its target audiences. And with that focus, we will narrow our attention to the top-level strategy and concepts that set the foundation for ongoing marketing.

How will 2010 be different?

We have learned from the crisis of 2009. Numerous articles in business publications also reference how other organizations have become more streamlined, effective and focused as they navigate through the economic downturn. Many say we will never return to “business as usual.” We believe we will return to “business at its essence” by focusing our energies and resources on what we do best. And we believe the organizations that do the same, that reach for a new level of communication and take a stand for their place in the market will also be successful in 2010, whether or  not the economy rebounds in 2010 or 2011.

Best wishes to everyone for a  prosperous 2010!

Employees contribute to brand

A compelling article by William Arruda on brandchannel.com that focuses on how employees help to build the brand brought out a number of good points. In our work with clients we have seen extraordinary results when staff members align with and embrace the brand message and context. You can link to the full article here http://www.brandchannel.com/brand_speak.asp?bs_id=230 or read an excerpt below:

Branding During an Economic Downturn
During lean times, talent is often viewed as a liability, not as an asset. But with the current down business cycle, the opposite seems to be true. Sure, unemployment figures are soaring and companies are rightsizing or downsizing or rescaling or whatever they call it; but at the same time, companies are investing in their people. I see this in my own business. Most of my work is focused on personal branding for leadership development in the enterprise, and almost all of my clients are continuing their commitment to their people; many have increased their efforts.

Even as companies cut costs across the board, savvy organizations are investing in their talent – understanding the impact it will have on the corporate brand. According to the 2008 Bersin and Associates Leadership Development Survey, 40% of organizations polled said their spending on leadership development has remained the same and 36% said their budgets were slated to increase this year.

It’s no wonder when you look at the benefit of engaged employees who understand the brand. Committed employees stay at your company longer, work harder and deliver on-brand work every day. So with reduced marketing and branding budgets, harnessing the power of your employees to build the brand is a cost-effective strategy for bolstering the brand. Once your brand is clear in the minds and hearts of these important assets, they become your brand ambassadors and go off steadfastly in support of your mission.

How have we seen this level of communication and training brought to life?

Our recent work for Cascade Employers Association involved distilling their work into key messages that established the context, not the list of “stuff” they do. How they interact with members, the approach to the services they provide, the context of what they deliver for their members is distilled into the brand promise, “Unsurpassed resources for great employers.”

Once defined, we took the messaging into the environment with posters that restate key messages and the organization’s core values. Business cards with different messages on the back (each staff member received multiple messages within their box of cards) help each employee “own” the messages and bring them to life in discussion with anyone they interact with. The results? Despite the challenges of the economy, the staff has looked forward, aligned with the concepts and continues to represent the best tenets of the brand.

President Patrice Altenhofen shared, “We have moved Cascade Employers forward, even in an economic downturn—we have thrived rather than merely survived.”

Our work in 2005 for Western Oregon Waste, while focused on the naming and branding (WOW), had the long-term additional result of aligning staff and bringing new energy and enthusiasm to the different divisions within the company. And it’s still working as a premise for a “WOW level of service” and a measurement of the commitment of every person in the company.

People build brands. It’s not about the logo or the message or the brand promise. It’s about how those elements bring people together around a compelling idea, generate enthusiasm and engagement and build pride and ownership. Amazing results are possible when the brand truly reflects the culture and unites employees.