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Break free to be an agile brand

We hear the word “agility” too often in the last few years.

More companies are transforming their business digitally, hoping to become more responsive and adaptive to changes (or disruptions).  

So what does “agile” mean from a brand perspective?

An agile brand allows people to break the chain without losing its brand essence. Instead, it strengthens the brand’s value. And it changes with time, yet sustain a sense of ownership amongst its people.

However, these are just the ways how an agile brand acts. 

The challenge still lies on how to make a brand agile to navigate through changes, while keeping it strong enough. 

1. Principles break rigidity

The word “principles” may sound like the creation of rigidity.

But in fact, it is another way around.

Principles enable brands to respond to changes without losing themselves in the noises; unlike guidelines or regulations, which create restrictions in people’s responses. 

With principles, it gives people a clearer idea about a brand – the brand’s belief, the company’s culture and eventually business operations.

Most importantly, it sets people within a company with better expectation and alignment when dealing with changes.

2. Inclusion allows fluid movement

Brand is different from a product. It is imbued in the movement. It is beyond an identity. 

It needs a shared understanding from people, to make people part of the brand so that people in the companies will be able to adapt to changes when disruptions hit. 

In fact, the best example would be now – most companies are dealing with the most significant changes in their business.  

And apparently, the greatest obstacle to digital transformation is not the availability of technology, but it’s all related to internal alignment, people and culture. [1, 2]

The lesson here is, to be flexible to changes, a brand is not solely belonged by the company. But to include people who deal with the company, especially its employees.

Therefore, brands shall act like a human, not like a corporation. To be empathetic, speak like a human; less authoritarian to react to changes responsively; more authenticity to create a sense of belonging amongst people.

And principles will help integrate a brand’s internal and external communication to keep the brand strong and growing.

References:

[1] 3i-Infotech: Top Challenges Faced by Companies in Digital Transformation

[2] CIO.com: 5 Top Challenges to Digital Transformation in the Enterprise

Photo by Ferran Fusalba Roselló on Unsplash

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