December 12, 2024 - 3 Min Read Brands as anchors of stability

What can you rely on in times of crisis?

This is a question not only marketing leaders ask themselves, but also decision-makers across industries. The search for an anchor in turbulent times leads to trust-based, resilient relationships. But how do you earn that trust?

Our recommendation: Build your brand strategy on authentic, clear, and resilient values – in good times as well as in bad. Identify what lies at the core of your brand and communicate it internally and externally. That builds trust and strengthens your brand.

Light at the end of the tunnel?

Without a goal, every journey quickly becomes exhausting. This applies equally to customers and employees. If it’s unclear what awaits at the end of the tunnel, every step toward it can feel unbearably heavy. The solution lies in a guiding mission and strong, consistent brand communication aligned with it. When executed well, this offers much more than corporate jargon. A shared goal unites and motivates – and shows that, even in times of crisis, you are following a clear vision.

Our recommendation: If you don’t yet have a (well-communicated!) mission statement, bring together all key stakeholders – executives and employees alike. Especially now, it’s crucial to make the destination of your journey tangible for everyone.

Who will walk the path with you?

That employees will no longer be lining up at company doors in 2025 is hardly a secret. Nor is the fact that the right talent is decisive for a company’s success or failure. Here too, the brand can act as a shining lighthouse – attracting and retaining good employees for the long term.

Our recommendation: When working on your brand, think not only of your customers but also of your employees. Ideally, this is done jointly by marketing and HR. What shines externally also enhances employee satisfaction internally – with honest and transparent communication. Make use of this.

Interested in employer branding?
Then read Anna’s article, our brand specialist, and discover our tips for building and communicating a successful employer brand: Successful employer branding through a strong brand.

The new normal?

Change has come to stay. Yet many companies still resist transformation, even though it often carries great opportunities. Those who embed the willingness to embrace the new into their corporate culture make their brand a driver of innovation.

Our recommendation: Don’t jump on every passing train – but keep an eye on the station and watch where the journey is headed. To set the course as a pioneer and ensure your company successfully navigates toward innovation, maintain this standard from both a brand and communication perspective.

Read also the article on change management: Stumbling block: creature of habit.

What helps you in the long term?

Especially in times of crisis, many companies and marketing departments tend to react with short-term actionism. Anything that doesn’t deliver immediate measurable results often falls victim to budget cuts.

Market shares can shift rapidly in uncertain times. That’s why such times are the right moment to invest in long-term brand work.

Our recommendation: Make sure these shifts play out in your favor – with a brand strategy resilient enough to withstand the crises of the coming year and build a stable foundation. Don’t overlook long-term strategies such as SEO or content marketing – even if they don’t pay off immediately. Abandoning a hard-won positioning for short-term success risks long-term efficiency losses and, ultimately, higher investments.