Reinventing Your Brand for a Post-Pandemic World

This time hasn’t been easy for anyone. And I hate to be cliche. But we are settling into our new normal, at least for the nearly foreseeable future. Now that we’re past the initial shock of attempting to communicate with our immediate communities and customers during the COVID-19 outbreak, it’s time to examine the foundations of our brands to ensure that we are positioned to thrive and grow in a world that will never be the same.



The Stockdale Paradox Exercise

The Stockdale Paradox has merit as a way of thinking and acting for any trying times in a person’s or brand’s life. Confront your own reality and develop a detailed tactical action plan to face the brutal facts head-on.

The Ideal Customer Exercise

People don’t buy from you because they understand what you do, they buy from you because you understand them. This exercise is about getting into a mindset that encourages you to identify the customer you most want to do business with.

The Brand Values Pyramid Exercise

The Brand Values Pyramid illustrates the idea that when people make a decision to purchase or use a brand, they are motivated to achieve certain needs:functional, emotional, and self-expressive needs.

The Three Brand Swagger Questions Exercise

Before you start branding, you must answer these three questions that really get to the root of how your brand and customer interact.