Video Transcription
The market is crazy right now. The ripple effects of the pandemic continue to disrupt business operations and predictability in ways we couldn’t have foreseen and are navigating in real time. Many businesses are struggling with what to do with the role of marketing and their marketing investments in a time when growth strategy is not challenged by a lack of demand for products or service, but by a lack of resources to deliver on that demand.
Hi, I’m Jennifer Zick, founder and CEO of Authentic®. Our community of fractional CMOs works with companies all across the United States, helping them to Overcome Random Acts of Marketing® and confidently take the next right step in their growth. And growth has never been more challenging than it is right now to navigate because things are so unsettled and so unpredictable. But let me encourage you in one way to say this is not the time to take your foot off the gas of building your brand.
This is the time to put the pedal to the metal and make sure that the brand that you’re continuing to build is showing up strong, uniquely differentiated, and prepared to navigate all of the unpredictability of this marketplace. The truth is, I’ve never heard from so many businesses who are seeing a lot of marketplace demand. The economy is strong for investing, but it’s challenging because the supply chain is very constrained. There isn’t enough product availability to deliver on the demand, and in talent markets, talent is constrained. So how do you continue to invest in marketing when growth in terms of demand is not what you need, but you need growth of resources?
Here’s the thing. Brand is more than demand. Brand is the experience every single stakeholder has with your company at every single touch point, whether they are a prospective buyer age, prospective employee, a current employee, or an investor. It’s so important that your brand shows up strong with confidence and with differentiation so that as we come through the unpredictability of this market, the seeds that you’ve planted strategically in brand building and marketing today are a harvest ready for you on the other side.
So don’t take your foot off the gas of building a brand, but do reconsider how you strategically invest in brand building during this unique time where we need to temper expectations on delivery and manage the pace of demand while also building a strong brand position, message and experience for everyone who touches into your business. Because I promise, as we come through the other side of this and things level off and the dust settles down, the brands that didn’t stop creating positive experience, experience and positive momentum will be in the best position to grow and to continue building upon that demand.
So don’t stop your strategic marketing investments just because things are unpredictable. Channel those strategic investments to the core of your brand, your message, your differentiation. Take this time to get that deeply founded. It will pay off in dividends on the other side of this unpredictable market, I promise. If you have questions about how to redirect your brand investments and your marketing program during these unpredictable times, we are here to help. We’ll help you confidently take the next right steps. Reach out.
