The next trend. The next edition. The next platform shift. The next disruption. The next innovation. ‘Next’ is coming, and your brand needs to be ready.
We have three ideas—we call them “big-little” ideas—that we encourage clients to embrace and that we try to embrace ourselves. The ideas are “big” in that they create an outsized impact for your brand, but they are “little” in that they are sometimes small, simple shifts in how you think or approach building a brand.
1. Take a courageous posture towards what’s ‘next’
‘Next’ has a way of stoking fear inside of us. The fear of the unknown and the instability arise when we don’t know what’s happening next. It’s the fear of failure. It’s the exhaustion of having to rise again after getting knocked down. Fear is understandable, especially when there are so many ‘nexts’ facing everyone right now. What’s our strategy with the latest digital innovation? How do we build a premium position? How will AI impact us? What are our customers facing?
The problem with fear is that it keeps your brand hidden. When we’re afraid, we hide. Your customers can’t find a brand that’s hiding. Don’t fear what’s next. Face it head-on. Make a list of all the ‘nexts’ your brand faces—good and bad, internal and external, in and out of your control. How are you going to face them?
2. Trust timeless principles
Commit to enduring principles in the face of what’s next. Two simple and essential principles are navigating change and taking calculated risks.
To navigate the change, we work with clients to understand their brand’s vision so that when ‘next’ comes and disorients them, they know which path to take based on their own vision. To take calculated risks, we first begin with the big picture. With brutal honesty, answer your ‘why.’ When the ‘why’ is clear, we move from risk-taking to strategy to wisdom.
3. Follow an effective process
We’re big believers in the discipline of an effective process. Great process isn’t rigid or arrogant. A great process allows you to respond to what’s next, take advantage of what’s next, and build what’s next. You might tweak and edit this simple process, but we’ve found it proven and effective:
Define What’s ‘Ours’: When we ask what’s ‘ours,’ we gain more clarity about what, who, and how we belong.
Get Perspective: Through research, discovery, interviews, and conversations, discover the problem to solve and distill that clarity into a clear and actionable plan.
Align, Manage, and Implement: Build custom pathways with timelines, deliverables, and action steps to complete everything on time and within budget.
Set and Meet Goals: Set targets—be they revenue or reach—and ensure the team has the necessary resources and is accountable for meeting them.
What’s ‘next’ for your brand?
‘Next’ is coming for everyone and every brand. For some, it’s coming faster than others. We love seeing brands not only respond to the future but choose to courageously build the future. We hope the posture, principles, and process we recommend help you build something that lasts in the face of what’s ‘next.’
Article courtesy of Metaleap Creative, a leading branding agency, with expertise across strategic brand development, publication design, digital, and packaging. Learn more at metaleapcreative.com.
Posted Dec. 3, 2024
