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Three non negotiables to future-proof your brand

People often turn to the arts during times of crisis, for 2020 what is our collective message?

This new decade so far has served us a plethora of smack you in the face realities. Helping navigate businesses through such challenges is my passion And with challenge after challenge this year, I’ve had to really reflect to understand the lesson in each crisis. In doing so, I’ve recognised three non-negotiables that businesses must weave into their everyday operations in order to align themselves with not only the modern day consumer, but the ever-evolving world around us. 

There’s a lot of noise, a lot of content for content’s sake and a lot of reactivity. It’s hard to sift through the clutter, to understand what we’re really supposed to take from these moments that – hate to be cliche – have become movements. While I don’t wish to add to the clutter, I do believe these three core principles must become the pillars that underpin every business’ strategy. I’ll highlight each over the course of three articles.

Brands have an undeniable impact when it comes to creating communities and shaping culture. As such brand values, goals and operations must be seamlessly aligned to the communities we cultivate, serve and inspire on a daily basis. The way we treat people means everything, so let’s start with:

1 Community Focus
Against a backdrop of a global movement towards equality, the power of community and collective focus is utterly undeniable. As a person in a position of privilege, working in an industry that has been flooded by white gaze for decades, I acknowledge the lesson that now is the time to listen and learn. As a community, we must work together to celebrate diversity and amplify voices that for too long now have been muted.

Beyond acknowledgment, as businesses, we must commit to working towards unraveling the systemic racism so deeply embedded in the fabric of our society. We are in a position to be able to revolutionise the fashion industry. It is up to individual businesses to create awareness, remove the stigma of white gaze, celebrate diversity and inspire your audience, your team and your competitors to work towards the same goal.

Right now, there’s definitely a feeling of reactivity. Moving forward, it is critical to be proactive – create a community engagement strategy, being transparent with your customers, set goals and hold yourself, as a brand, accountable. 

Brands are no longer just people who sell things. We have the unique privilege of having a loud voice and an audience willing to listen – as such we must speak up. Together, we must fight against injustices. Committing to social causes will initially take time and effort, but, if implemented early will set you on the trajectory for long term success.

Brands have an undeniable impact when it comes to creating communities and shaping culture. As such brand values, goals and operations must be seamlessly aligned to the communities we cultivate, serve and inspire on a daily basis.

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