The modern world is defined by constant and rapid change – driven by technology, global markets, geopolitical events and shifting social expectations. As organisations and the markets in which they operate change and grow, your brand provides a steady compass to guide business strategies and initiatives. But is your brand fit for purpose?
We’ve identified 7 key opportunities when brand can help your business navigate change:
- Merger & Acquisition – weighing up M&A opportunities; integrating the new business into your organisation
- Business Transformation – identifying opportunities for change; organisation restructure; setting boundaries for change; how you go about it and communicate the change to people
- Digital, Data & AI Strategy – developing the strategy that will deliver on the brand; determining the ethics congruent with the brand
- Embedding Sustainability – developing the strategy that will deliver against the brand; guiding employee engagement and activation; guiding alignment of stakeholder value propositions and communications, guiding integration of sustainability and corporate reporting
- Employer Brand – attracting and retaining talent to drive business strategy; understanding what the brand offers employees; presenting a coherent brand/employer brand image to the market
- Rapid Growth Scale Up – guiding growth strategy and process, bringing on new employees and customers
- Collaboration – bringing people together over shared purpose and values for seeking new partners or collaborating across disparate operational siloes
With opportunities like these on the horizon, first reflect on the brand and make sure that it is fit for purpose:
- Merger & Acquisition – addressing business or cultural misalignment; making room for a new offer with new customers
- Business Transformation – representing the future organisation
- Digital, Data & AI Strategy – for delivering the strategy or when the strategy has been implemented
- Embedding Sustainability – demonstrating progress in the sustainability strategy such as shifting from extractive to responsible to restorative and regenerative
- Employer Brand – shifting the brand image to attract and retain the talent you need to drive the business strategy
- Rapid Growth Scale Up – encompassing new employees, customers and product/service offers; realigning the business or redefining what the brand stands for
- Collaboration – building in more breadth or flex to stretch across operational siloes or beyond the boundaries of the business; injecting more meaning into the brand gained from partnerships and collaboration
Do you need help refining your brand so it’s fit for purpose with everything that is going on?
Or do you need help using your brand as the incredible compass that it can be?
Over the last 30 years, we’ve worked across these scenarios to build and align business and sustainability, brand and employer brand strategies, communications and experiences. Please contact Rachel@thehealthybrandcompany.com
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