Your company is focused on short-term gains. How do you convince them to invest in long-term brand strategy?

Most people think their product becoming a powerful brand is just "too good to be true". Show them that is indeed possible with the correct steps and strategy.

To urge stakeholders to invest in long-term brand strategy, consider these approaches. Engage: Bring together cross-functional teams to align brand goals. Validate: Recognise concerns while emphasising the potential advantages. Reiterate the brand's effect on growth. Adapt: Investigate cost-effective strategies. Remember, brand investment promotes sustained success.

Understanding value is everything in brand strategy. Most people don't buy the jordan shoes for the material quality, sole design, or the convenience, which often we called it the "functional benefits". People buy Jordan because of the association to the american basketball & urban youth culture. Understanding this we can conclude 3 steps to manifest a robust value: 1. Value discovery 2. Value creation 3. Value delivery

Highlight the Long-Term Benefits Start by educating decision-makers on the intrinsic value of a strong, consistent brand. Emphasize how long-term brand strategy builds customer loyalty, enhances brand recognition, and increases overall market value. Use examples of successful companies that have invested in their brand and reaped long-term benefits. For example, discuss how Apple's consistent brand investment has led to a loyal customer base and significant market share. Provide case studies and research that show how strong branding can lead to sustained competitive advantage and higher profitability over time. Understanding these benefits can shift the focus from short-term gains to long-term strategic growth.

Yes your finances are important when you're starting a company but as we all know, long term investments are a huge part of any good portfolio and branding is definitely the best of them.

Demonstrate the Financial Impact Use financial data to illustrate how long-term brand strategy can positively impact the company’s bottom line. Present projections that compare the financial outcomes of short-term gains versus long-term brand investment. For example, show how investing in brand equity today can lead to higher customer retention rates and reduced marketing costs in the future. Highlight metrics such as customer lifetime value (CLV), brand equity, and return on investment (ROI) to make a compelling financial case. Demonstrate how consistent brand investment can lead to sustained revenue growth and reduced volatility, making it a more secure and lucrative option for the company.

Present data. Show how strong brands correlate with higher customer lifetime value, reduced marketing costs (due to word-of-mouth), and better ability to attract top talent (who want to be associated with winning brands). Frame it in terms of ROI (Return on Investment).

Explain the potential risks and downsides of neglecting long-term brand strategy. Emphasize how a lack of brand investment can lead to decreased market relevance, vulnerability to competition, and diminished customer trust. Discuss the concept of brand erosion, where short-term tactics can damage brand equity over time, leading to increased costs to rebuild the brand. Provide examples of companies that failed to invest in their brand and subsequently lost market position or faced significant reputational damage. By articulating these risks, you can underscore the importance of a balanced approach that includes long-term strategic thinking.

Approach your leadership with a business case. Show how investment in long-term brand strategy can lead to higher customer lifetime value (CLV) and reduced marketing costs. Present data comparing financial outcomes of short-term tactics versus long-term brand investments. Highlight metrics like Brand Equity and Return on Investment (ROI) to quantify the potential gains. Use examples from successful companies to demonstrate how strong branding can yield sustained revenue growth and overall profitability. Frame it as a strategic move to achieve lasting financial stability and competitive advantage.

Ik spending all that money on building something intangible can be scary for a new entrepreneur but if you do the math right, you'll realize for any company that has really stuck over the years, have immensely focused on their branding.

Explain How Long-Term Strategy Reduces Risk Illustrate how a long-term brand strategy can mitigate risks associated with market fluctuations and competitive pressures. Explain that relying solely on short-term gains can make the company vulnerable to economic downturns and changing consumer preferences. For example, highlight how companies with strong brand loyalty are better able to weather economic challenges and maintain market share. Provide examples of brands that failed due to short-term focus and compare them with brands that have thrived through consistent long-term strategies. Emphasize that a strong brand acts as a buffer, providing stability and resilience in uncertain times.

Propose a phased implementation plan that balances short-term objectives with long-term brand strategy. Start with small, manageable steps that align with current business goals and demonstrate quick wins. For example, integrate brand-building activities into existing marketing campaigns, such as storytelling or consistent visual identity. Gradually increase the investment in brand initiatives, showing incremental benefits and fostering stakeholder buy-in. This phased approach allows the company to see the positive impact of brand strategy without overwhelming them with a significant upfront commitment. Additionally, set clear milestones and KPIs to track progress and showcase the long-term benefits over time.

Building a strong brand creates a buffer against market fluctuations and changes in consumer behavior. This strategy provides resilience and customer trust, allowing the company to adapt without losing loyalty. Investing in the brand strengthens the company’s position and ensures stability, facilitating tactical adjustments without compromising consumer perception. It is essential for navigating safely in a changing environment.

Explain how a well-defined brand strategy reduces risk. A strong brand acts as a buffer against market fluctuations, competitor attacks, or PR crises. It's an insurance policy for the long-term health of the company.

A big part of this is bringing your team into the strategy, making them a part of it, letting them contribute to how it is shaped. I’ve been in so many businesses where the leadership decide how the branding looks, sounds, and feels without any consultation of the wider team and then they wonder why they get so many opinions when it’s live - not all to their liking 😅 The people in your business are one of your biggest and most valuable contributors to the perception of your brand. If you can get them involved, invested and building it into their personal brands, you’ll soon start to see more positive things happening around your brand.

Alignment at leadership level is the first step in developing a sound long-term brand strategy. If employees see a unified approach and a clear mission from the management team then it will galvanise them and give them something to buy in to. Do the company's values and brand culture align with their hopes and expectations? This is the question employees will be asking themselves before they commit their long-term future to a business. Data collection from the right sources is also key. We've been helping a lot of brands to survey their existing customer base and get insights from their teams and industry peers to help inform positioning and brand development. This involves your team and demonstrates considered decision making.

Making sure that the entire team that surround your brand understand and are engaged with the brand identity and values is vital. It is especially true if your product or service will have 'real' interactions and touchpoints (e.g. customer service help centres, in-person retail) to make sure that customers have a consistent experience of your brand, via the tone of voice, language used, values expressed. With every Brand Guidelines we create, we always include a one pager to be shared with the entire organisation that talked to the brand principles and tone of action. We encourage organisations to live and breathe this in all their internal actions too, to make sure that all stakeholders are engaged with what the brand is, and its 'why.'

Show how a strong brand identity fosters a sense of purpose and belonging among employees. This leads to increased productivity, lower turnover rates, and easier recruitment of top talent. It's an investment in your workforce.

Demonstrate how a cohesive brand message builds loyalty. Loyal customers become brand advocates, sharing positive experiences and driving organic growth. This is more sustainable and cost-effective than constant new customer acquisition.

Highlight the increased customer loyalty, higher lifetime value, and stronger market positioning that comes with a strong brand. Next, conduct a cost-benefit analysis comparing short-term gains vs. long-term brand growth. Then, Show the potential revenue growth, reduced marketing costs, and competitive advantage in the long run. Finally, align brand strategy with the company’s mission and values to demonstrate how it supports overall business goals.

The only way to convince stakeholders for a long term brand strategy is addressing a looming threat or an upcoming opportunity. A Usecase of a competitive strategy in same sector or related sector, works wonders.The presentation of this is dependent on the persona of the key stakeholder/s.The reasoning approach must match the profile of the keystakeholders.

While it's tempting to think only of next quarter's metrics, brand strategists must take a much longer-term view that prioritizes a culture of innovation over fruitlessly chasing trends. Posting TikTok videos following the latest dance challenge might be trendy, but it might not be the most sustainable social media strategy for your product. Brand strategy isn't just about accumulating likes or followers, but about building a strong, resonant brand that constantly draws customers.