The Changing World of Business Branding

As new competitors arrive and customer expectations shift, it might become necessary to alter or completely change your branding strategy to meet the modifications of the changing world of business. Although change is inevitable for any business, it is still met with resistance and emotional uncertainty. Therefore, when dealing with an alteration or amendment in brand identity, businesses must overcome those obstacles that often accompany change.

When people are in their comfort zone, they feel more in control of their lives and work. Therefore, it's no surprise that most people are impervious to change. However, there are some individuals that flourish in a changing environment and constantly look for ways to implement innovative changes in their daily lives. But whether they embrace change or fear it, everyone has an opinion about change. When faced with the decision, many individuals' minds become flooded with questions such as: when should it be instituted, how, for what reasons, and in what ways? Because opinions in our economy have a powerful connection to success, it is vital for businesses to plan carefully and effectively. Just think about all the ways we affirm almost anyone's opinion to determine our choices, in everything from Yelp, to Angie's List, Facebook Like, and the number of YouTube views - anyone's opinion can cause a ripple effect.

Although opinions are a major contributor to the markets success, should we be at the mercy of every opinion? Should an author completely change the plot of his/her book just because one reader didn't like it? As businesses consider what branding means to their organization's path to change, they must deliberate on these questions and be prepared for the results. A few questions to take into account are:

  • How would the organization respond if a customer doesn't like the change?
  • How would business leaders engage opposition if one of their board members disapproves of the change?
  • How will people's opinions affect the brand's future success?

When dealing with change, there is no black and white approach- it truly relies on what's best for each individual business. It's best to weigh out all the options, avoid unnecessary emotional reactions and simply reassure the market that you are confident in your vision. And remember, change doesn't have to happen overnight. It needs to occur at a pace that is comfortable and manageable for your business and its employees. Change is inevitable so be in control.


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