We are in a fast-evolving marketplace, technological and social trends are altering brand perceptions and timelines. Disruption is everywhere – for survival, being an agile brand is essential to compete and survive against competitors. The point is that the consumer is key – defining and altering brands, the brand strategy must account for altering perspectives and quicker changing social changes. Brands must become agile and responsive, adapting and reacting quicker to change to survive market changes. To aim for market growth and become an agile brand, the brand strategy process must become faster, flexible and collaborations must happen across teams and independents.
The agile process is interchangeable and allows for flexibility, here are four ways to master agility:
To be adaptive, brands must be willing to take risks, and their tolerance for failure must adapt to achieve and trial new products and techniques. One thing might succeed but the next could fail, trial and error is sometimes the best formula. Aim to adapt quickly and seize an opportunity as it arises. Being adaptive allows brands to compete in an over-crowded marketplace. The best platform to trail adaptation at the moment is social media, trialling experimentation and becoming an active brand by involved in current events and conversation in the moment to gain brand interest and conversation.
Find your personality
Consumers are making purchase decisions based on the reflection a product or service has upon their values. To compete and be agile, the brands’ personality should parallel their target consumer, which allows the product/service to be perceived as an extension of the consumers’ personality. To achieve and connect with your core consumer, social listening and online analytics will be integral to defining your unique characteristic – with a personality, it can adapt to suit social changes and grow, but must remain consistent to allow for trust to be built and a connection to be made.
Combining thoughts from across teams will enable a brand to be set up for success; linear staged planning isn’t the way an agile brand performs. Step-by-step frame working should be exchanged for a quicker strategy of combining teams to allow for more industry and company insight. Collaboration doesn’t just stop in the core team – to further a brands’ success, working and collaborating out of the ‘team’ can bring more creativity, whether that’s partnering with an agency, an independent or another brand. Integration is a key player.
Design with mobile in mind, whether it’s a product or service , mobile is the biggest market domination, as mobile is the most used daily device. Optimisation and creative layout should be key design elements being discussed at the design and research stages. as the user experience and demand for on the go news, entertainment and services are growing quicker than predicted. The latest technologies: Chatbots, Ai, VR/AR are penetrating markets and allowing brands to access new consumers – these trends need to be considered for a brand to stay relevant and connect via the latest technologies.