James Hammond, The Brand Doctor

Recession-proof your business by branding it!

Even before Big Ben finished its midnight chimes on December 31st, 2007, pundits were predicting economic gloom and tough times ahead for businesses in 2008.

Well, it looks like they were right – some companies are already feeling the squeeze. Others have already decided to call it a day.

What can YOU do to recession-proof your business?
The answer is build a powerful brand.

Cutting costs, especially in the marketing arena, is often a knee-jerk reaction to a recession. Yet time and time again, research has shown that in a downturn a strong brand is the most resilient asset a company can own. So while your competitors may only be thinking about tightening their belts, why not strengthen your brand?

A powerful brand gives clear, tangible benefits. Even in a recession, it can:

• Maintain revenue levels through premium pricing opportunities.

• Deliver higher shareholder returns through brand trust.

• Engender customer loyalty at a time when commodity-based strategies disperse the customer base.

• Attract new customers as the strength of the brand proposition is more appealing to value-conscious customers.

• Motivate employees, increase productivity and reduce staff turnover.

What's more, by focusing on effective brand management, costs can be reduced be reduced through disposing of unprofitable brand activities and outdated approaches to delivering the customer experience.

As a brand consultant for almost 30 years, I can help you deliver maximum brand value that will drive shareholder return, build momentum, increase customer and staff loyalty and give your business the firm footing of a 21st century brand.
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