Communication

A communication strategy for the new normal

From brand launches to creating campaigns to supporting sales and operations teams, leaders are looking at how to create brand communications that are relevant to the times while true to who they are. An effective communication strategy is where they start. We had a quick coffee chat with Lauren Merritt, Vice President of Brand and Experience at The Scion Group, to discuss her brand’s approach.

 

ST: How have you adapted to the new normal, and what advice would you give other organizations? 
LM: First and foremost, don’t wing it. Get your leadership team together, make a plan, and stay the course. Especially in times of crisis, it’s easy to feel overwhelmed and even paralyzed by trying to make the right decision. Listen to feedback, both internally from your team, and externally from your customers. If you create plans through the lens of your core values and with feedback in mind, then you’ll adapt in a brand-appropriate way.

ST: What was your focus in terms of messaging, and the challenge in that? 
LM: Brand communication has without a doubt been a big challenge. Internally, our entire way of working was shifting. Externally, our audiences’ worlds were completely changing. With the situation continuing to evolve, our biggest focus was to remain flexible. We worked on staying true to the voices of our brands, particularly in operational and sales conversations, to keep communicating in ways that were thoughtful, responsible and relevant.

 ST: What should organizations keep in mind while implementing a communications strategy?

LM: You have to be willing to execute your strategy without hesitation and you must understand that implementing your strategy is only the beginning. If you go in with confidence, adjust your strategy where needed, learn from each experience and continuously incorporate feedback, you will be successful.

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