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How Branding is Relevant in a Slow Economy

If you understand your brand and are passionate about it, then you have a better than average chance to weather the storm of a slow economy or recession. If you’ve been addressing brand issues and have built your company on values that are rock solid, then there is every reason that you will come out smiling at the other end of this down-turn.

Take myself—I rely heavily on referrals to grow my business. To even hope to benefit from the value of a good referral, my brand has to be like a shiny nickel. Brand being reputation, I continually do what I can to drive home the message that my service is as good an offering as it can be. I have to continually grow my list of contacts and tirelessly try and get my message out there. I’ve found that blogging is an exceptional tool in this regard.

A referral brings a smile to my face, not only for the obvious benefit of potential new business, for the fact that an individual felt good enough of my brand to recommend me to a trusted peer. Nobody goes out on a limb and refers someone who may bring disrepute back on them. We all want to make sure that our network of businesses are professionals who will do an outstanding job for those seeking their services. This quality result reflects back on the individual who gave the referral as a person who is connected to quality people.

While business is challenged to a huge degree during an economic slowdown, if your brand is strong and focused, you will have much to build on. Even a small independent retailer has a better than average chance if their brand stands for something that differentiates them.

Success does breed success, and if in your market, that retailer brand is considered a leader, then what income is disposable will be steered their way first. It is then up to that company to recognize the opportunity and make the bold move to over-deliver on the services desired. Smaller companies are flatter than large competitors and therefore can twist and turn faster to take advantage of these opportunities. Nothing is of course guaranteed, but a strong brand makes your battle easier.

Every positive experience reflects on your brand. Don’t take any chance meeting for granted. I can’t tell you the number of times I’ve dragged my butt to an event that I was reluctant to attend only to get into a passionate discussion on branding and develop a new lead. Listening to businesses explain the hardships they suffer at the hands of a slowing economy gives me resolve to stay positive and to spread that positive vibe when ever I can. How you face your challenges speaks to the power of your brand.

If your brand is weak, it is time you put concentrated effort into shoring it up. Don’t delude yourself into thinking that what I am talking about is changing your logo and slogan. As a matter of fact ignore those items. They have cachet. Concentrate on your reputation. Get your face out there. Contact past customers and show that your brand is still relevant. There is nothing that I am suggesting that is rocket science, as a matter of fact it is things that is in every book on sales out there. The fact of the matter is, if your brand is weak, it’s because in the course of doing business, it got lazy! You relied too heavily on technology to deliver service and forgot the basics.

It’s time to make your brand shine again. Get out there and tell your story. Tell them them all why you are relevant, and why you matter. Make your brand the best it can be.

Published: October 25, 2013
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Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.