There’s No Going Back. And Maybe That’s Okay.
For the better part of 20 years, we’ve helped numerous companies rebrand. It’s a challenging yet magical process but what we see more often than not are companies who are either:
Very unsure of their purpose, or
Of the mindset that profitability is their purpose.
In the early phases of our rebranding process, we ask every leader and employee: “Beyond economics, why does this business exist?” and “What’s your greater purpose?” No doubt this is a difficult question. But it’s not impossible, and it may just be the most important one.
We’ve been thinking about this a lot lately as we see more and more brands lead with messages like:
We’re here for you.
We’re more committed to our customers than ever.
It’s not about [product]; we’re about people.
It’s true, we need some reassurance right now, but more than that, we need to call bullshit where it is. Having a focus on people shouldn’t rise to the top solely because of a world event. Yes, these are tragic times but as a consumer, I want to know that you’ll be here, doing good things for humans well beyond this pandemic. When we finally settle into our new normal, will your purpose go back to simply being interested in making more than your competition? Will your efforts toward company culture go back to being little-to-none?
We believe this is a good time for leaders to take a close look at where they were, are, and need to be. The brands that will stay in the hearts and minds of consumers 18 months from now will likely be those who stay true to their “beyond profits” purpose. They’ll be the companies who get very serious about nurturing the internal culture of their organization, and those that clearly identify and build a strategy for helping make the world a better place in some small (or big) way.
The control of the conversation between brands and consumers started shifting a long time ago. This tragedy could very well be the grand finale of that movement, putting consumers in complete control. The truth is, consumers have never been more aware, educated, and vocal in their experiences with the products and services they use. If brands are simply giving them lip service to save face through the pandemic or offering short-term support, it will become increasingly clear—and catastrophic—in the long term. There is no going back. And maybe that’s okay.
To steal a phrase that’s completely overused:
Now, more than ever… being clear about your purpose and weaving it into the fabric of who you are as a company can help brands and consumers come through the other side in a better place.