What does the future hold? Its a question that mankind has been asking itself since... well time began. Throughout the ages there have been many claims to foretell the future and countless prophesies predicting the end of the world (we’re still here by the way). Popular fiction is full of stories that attempt to answer the question responsible for keeping many of us up at night. While films like ‘The Terminator’ and novels like ‘The Time Machine’ entertain us they cant answer the real question we constantly ask ourselves. What does the future hold for me? What does it hold for my brand?
Truth is there is no magical answer or secret formula that holds the key. However, there is a method you can apply that can help you even the odds when it comes to you and your brand facing the future. We call it Futureproof.
Futureproof. Being Futureproof is not about predicting the future but rather preparing for its challenges and being confident about heading off into the great unknown. At the heart of Futureproof is the simple philosophy, ‘In the future your customers circumstances will change however what they truly value in life will not’. Bold statement? Well think about it this way, whether the economy is doing well or not, you still value your relationship with you loved ones, correct? If a telecommunications brand associated its image with that value rather than the services it provides they would be futureproofing themselves. The services would support a much more powerful and desirable value in your life. Correct? We’d say so. So how can your brand become Futureproof? Simply follow our 5 steps below.
5 steps to becoming Futureproof
Begin to see the world through your customers eyes, no your own. Easier said than done however their priorities must become your priorities. Make a list of the sorts of things they value highly in life.
Build a picture in your mind of a future where you and your customers work together to achieve their goals. Take your customer value list and highlight the areas your brand can have influence over.
Does your brand represent the values and interests you have highlighted? If not think of how your communications strategy could be adapted in the future to represent the values your customers cherish the most.
Write a clear and simple action plan, detailing what changes you will implement, when you will have it done by, who will be involved and how much it would cost to implement.
Don’t put it off! The future will be upon us before you know it. Decide today that you will invest in making your brand futureproof. (See step 1)
Next week: pack your beach wear, we’re heading off to the coast to do some Trend Surfing. You’ll find out what it is and how your brand or business can profit from emerging trends. See you there dudes!
7ology is a London based branding and advertising agency born out of the desire to create desire. Join the ADversation with us on twitter. Visit us at 7ology.co.uk. If you need further advice on branding and advertising or even if you would like a quick chat about what we have discussed above give us a call on 0207 903 5277.