There is no denying the fact that the recession effect is still on. The marketing communication industry is actually feeling the effect as budgets are now low to go round. Expenditure on frivolity is now reduced to zero. The market indicators are clear to every one and it will take long term strategy to remain relevant without engaging in a short time maneuvers that will permanently hurt the brand. It is now clear that the conclusion we can draw is that brand must embrace definitive and integrate all workable strategies to remain afloat, visible to the necessary audience despite low budget. Consistently manage relationship with audience whether they are buying from you or not today will go a long way in keeping your brand in their hearts. It is also good to occasionally supply necessary information that can help them out. Today let me help out with what I think can help your brand to remain relevant during and after the recession and if you like you may say factors that can help recession-proof  your brand.

1. Hone your differentiation: it is becoming a hard job to actually own a place now as others are jumping around to survive and are by the way polluting every differentiation stream. You need to work as hard as you can to let the target see what you are good at in terms of your expertise and how you offer your services differently.

2. Do a ‘collabo’ or partnership: if it is possible, think of partnership that can enhance your visibility and strengthen position in the market.  You may need to carefully assess the route before you enter into it as some may mar your brand. The damage may take years to erase. So watch closely the other brand’s value whether it will tally with yours before any partnership

3. Be a resource brand: Every brand that is at the top of the industry has relevant, current information about the industry that is not just confined to local news but seasoned with international flavor.

4. Share the knowledge: help your clients out with valuable knowledge that can help them out of their present challenges without charges.

5. Forget totalitarianism:  we are now in the age of brand democratization. If your brand will still continue to be a despot, dictator to its audience, it will not be around for long. We are now in the age of dialogue and conversation and there is now way your brand will have all the answers, ideas that will work. Remember that everyone, brand that remains relevant since last century is always looking around for what works and not what used to work. Take initiative, be willing to change, embrace innovation

Brand is the evidence of your distinction and perception. Managing brand’s perception is heavy work. Times are changing and traditional approaches need review. Chuck Brymer says “everyone now faces the same situation-how do we engage consumers to become brand loyalists and advocates?”  In an earlier post in this forum, I have talked about the need to be a chief communication officer for your brand-personal brand-or a need to hire one. The digital media is flourishing and if a brand does not monitor what goes on in the community (cyber community) the brand may end up in a dangerous hot water. It is true that the activity of cyber community is not strong in our environment yet, but as we begin to have community with three million hits per month, do you not think that worth attention?

Let us look at what role the community officer should play:

Monitoring interaction among consumers, monitor and oversees relationship between brands and their cyber communities, creates service dialogue and ensure engagement of consumers to the brands. We must realize that a brand that does not monitor what goes on around today may become extinct tomorrow. I have taken that role for my brand and the company I work for: Michael sage consulting, Lagos. Just mention anything about my brand or our company online, you are sure we will track it within hours and respond if need be. This is not magic or witchcraft, it is simple technology. Ask those who know they will tell you.

A community officer must have basic knowledge of online communities, web 2.0 as well as ability to build strong relationships between brands and stakeholders.

Adam Bass says “the democratization of information means that brands have a delicate balancing act to manage whilst bridging the gap between aspirations and reality”