We live in what many call a VUCA world – volatile, uncertain, complex and ambiguous. Mass consumerism has been replaced by a new consumption paradigm, as people are driven by new essentialism where things matter less and relationships, experiences and self-being dominate all.
In this new world, today's professionals—many of your clients—are restless or fickle. In order to rally everyone together, it takes commitment to tell people your story. If you create a practice that represents the highest common denominator between your clients, employees, investors and your products/services, you can forge a powerful partnership that will yield surprising dividends for your business.
It all begins with understanding the basics of what your brand means for a business. Think BMW, John Deere, Chanel, Apple and American Express—brands that can be trusted to stand true.
Here are five ways you manage the human side of your practice:
1. A Brand Resides in the Mind not in a Logo
Branding is the process of creating the brand in the minds of people. It typically is done by creating things and experiences that “express” what you do. Brands also live in the culture. Powerful brands (think Nike) become social concepts and exist in the culture where they continually give people cues and establish the brand as a part of society.
2. Brands Set Meaning
Brands give meaning to your products and services. The brand is a mental lens that provides immediate meaning—it provides context which tells people why a product is important to them.
3. Brands Carry Emotional Power
Like great art, brands are designed to elicit a response, both emotional and rational. Like art they can enchant and often captivate people which creates desire. Powerful brands evoke emotions that swell to desire.
4. Brands Defy Logic
Powerful brands can do anything. You will see strong conviction and commitment across your employees and clients. People tend to defend the brands they love and stay loyal against all odds.
5. Brands Deliver Business Value Multiple Ways
Because powerful brands have the ability to build a moat around the business. Your clients remain loyal even in the face of superior performing or lower priced options. Remember: People are more willing to try new products, services and experiences from people they like and trust.
In a world where constant shocks and disruptions seem to prevent "normal" from ever being a reality, your practice can be a reassuring presence your clients can depend on. Business always comes down to connecting with people on a human level. With a powerful brand, you have a tool to open minds, raise hearts, command attention, bring everyone together and help protect your clients' business in a volatile, uncertain, complex and ambiguous world.
Jane Cavalier, founder and CEO of BrightMark Consulting, is a nationally recognized brand strategist, board member, blogger and author of bestselling business book "The Enchanted Brand." She helps organizations conquer a changing world with powerful brands and reputations. Recognized for creating breakout brands like Snapple and Qwest, Jane has worked with more than 100 organizations, including American Express, Johnson & Johnson, ExxonMobil and the US Navy.
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