This case study by President Denise Grothouse illuminates the importance of a well-developed brand.
“The coronavirus pandemic began, and my first real inkling to what was coming was my silent email inbox. It was unsettling to see the communication of commerce temporarily cease, albeit for a brief period.
When businesses were reluctantly closed, my phone rang with a variety of reactions. There were confident companies that wanted to assure communication with their constituents and collaborate on the change required to do so. In stark contrast were businesses wanting to cease all online marketing and stay silent. The disparity of reactions gave me a moment of reflection. What is the distinction between businesses that confidently thrive regardless of the situation? How can some decisively state their position with such clarity, in such a fluid environment with a changed reality around them?
The epitome lives in the brand philosophy as a company, and the brand character traits. Having the purity of a fully developed brand identity is the vehicle that provides the vision to know what to do. By coupling a strong brand organization with proven traits of successful leaders, you will know what steps to take in every situation.”