The truth is, we’ve been through a few years that very few could have predicted. The commodities crisis, COVID-19, inflation, the current situation marked by the Russian invasion of Ukraine and Putin threatening to start a nuclear war—these are issues that no one could have foreseen, and they create a very unfavorable environment for companies to fully commit to their strategic plans.

There are many types of companies, but only two ways to approach the situation. There are those that think about taking cover in the trenches and waiting for enemy fire to subside, with all the risks that entails, and those that open up the map and analyze the risks, the opportunities, and the next incursions. Those that map out the battlefield and, when they see the opportune moment, begin to execute their plan. These are usually the ones that get the lion’s share.

The reality is that having a well-built, healthy, memorable, and recognizable brand is the best weapon in situations like the one we are experiencing globally. Knowing that your brand is important to your audiences, that it generates a sense of belonging, that it is identifiable, that it has magnetism and value, that it impacts your sales… is your best bulletproof vest for VUCA environments.

And there are many reasons to press the red button of branding:

If you think your brand is outdated, hit the red branding button.

If the competition is gaining ground, press the red branding button.

If you have been dragged along by the inertia of the company and feel that you have lost the essence and purpose that drove you to start this business, press the red branding button.

If you feel that your brand is not attractive to your employees, customers, or potential customers, press the red branding button.

If your brand has lost relevance in the sector, press the red branding button.

If your company is going through a generational transition and needs to evolve as a brand, press the red branding button.

If the percentage of sales is decreasing year after year, hit the red branding button.

If your product is cannibalizing your brand, hit the red branding button.

If you’ve been creating sub-brands haphazardly and no longer know how to manage them, press the red branding button.

If you’re one of those people who thinks your product is better than the competition’s and you don’t understand why they sell more… you know what to do: press the red branding button.

When you decide to press that button, you’re taking the first step toward better understanding your purpose. Returning to the essence of your business, finding your competitive advantage, developing a unique message, being relevant to your audiences, increasing employee engagement, boosting sales, generating more business deals… There are countless reasons to press the red branding button. What’s yours?