At last, the new year is finally upon us! We made it through the long, dark and lonely tunnel that was 2020 and (thanks to new developments in the Covid vaccine realm) we can finally step into the light of a new (hopefully, better) year ahead.
While 2020 was a year of setbacks and shortcomings, 2021 may be the year of seizing opportunities, pivoting to better brand strategies, and truly living and breathing your brand purpose. To make sure that your brand starts the new year heading in the right direction, we’ve put together a shortlist of brand resolutions that will hopefully spark inspiration for you and your brand in the months ahead.
1: Find your purpose and mean it.
In the surplus of downtime that the global pandemic offered the world as a whole, many brands took the opportunity to turn inwards and reflect on what it is that really makes them tick. What is their “why”. While finding a brand purpose is a remarkable feat, it is by no means the end of your journey. Once you’ve drilled down what your “why” is, you need to explore avenues that you can use to express your purpose. Whether brands align with likeminded businesses in pursuit of a common cause or pivot their strategy to better reflect their purpose, brands should use 2021 to mean what they say and stay true to their “why”.
2: Reflect and learn from the year that was.
The good thing about having a year of failures and obstacles is the lessons we can learn from them. Take a step back and take stock of the strategies that you put in play in 2020. What worked? What didn’t? What needed only slight tweaking and what needed a full overhaul? Apply these lessons and insights you’ve discovered to the strategies and goals you set for 2021. Remember, be honest and realistic about what you can achieve. Make sure to set both short term and long term goals to help your brand realise your big picture ambitions steadily and more organically.
3: Invest in insights
Besides reflecting on the lessons we can learn internally, it is also a good idea to turn the lens outward and uncover insights about your brand from external parties who experience it; be them your clients, customers or consumers. We recommend using a third-party researcher to carry out your research program and speak to your customers and clients on your behalf. Your clients will feel more comfortable talking about your brand and be much more candid with their responses. If you’re looking for a research partner to work with, you can learn more about our Insights Research program here.
4: Better your client relationships
As a result of investing in insights research, you will be able to use what you’ve learnt to better your client relationships. By truly understanding how your clients/customers/consumers feel about your brand and their experience, you will be able to identify areas where your brand excels and aspects where you could do better. By being proactive about getting into the client’s mind and understanding what they really need from your brand, you’ll be able to position yourself as more of a partner to your clients instead of merely a product/service provider.
5: Give back
In addition to living your brand’s purpose and bettering your client relationships, your business should also try to commit to a resolution to give back to the communities in which you operate. Whether you do so by offering mentoring programs, aligning with charity organisations or pivoting your business strategies to include philanthropic goals and ambitions, use your brand as a platform for good and spread positivity and happiness in the new year and beyond. Not only will a genuine give-back initiative nurture a more purposeful internal culture, but it will also help your existing and future customers connect more meaningfully with your brand.
As we start to move into the new year, let’s do so with the purpose and intention of using our brands to create positive impacts for our clients, our communities and the world. Refining or refreshing our brand strategies is one of the most effective ways to uncover our purpose, build and maintain client relationships and ultimately create brand loyalty. Contact us today to learn more about the brand development and strategy services that we offer.
What are your brand resolutions for 2021? We’d love to hear from you!