Our world seems to be waking up every couple of hours, crying and needing a bottle at present. Even some grown-ups are sucking their thumbs and hoping it will all go away.

With holiday sales raining down globally, pressure from shareholders is forcing many companies to slash their margins and say trendy things about themselves, depreciating their brand reputation in the process, and costing them more in the long run to rebuild.

How might you protect your brand equity during these tough times?

I've spent a lot of time in the presence of CEOs and their teams over the years and currently, I’m observing a considerable amount of brand indigestion and discomfort. When you have the most on the line and the least going for you, every step seems daunting. It’s vital that you have a brand that will see you through these times.

Branding is primarily about creating emotion, and we all know the power of positive emotions, which are thin on the ground at present. You must understand the emotional truth behind your brand and its impact. Now is the time to care for it like family; it's your baby; it's part of you. Understand that your customers and staff are struggling too. They’re wanting reassurance. They’re wanting practicality. And they’re wanting to be part of something larger than themselves. Build a community that they want to be a part of.

Brands in a crisis are at the proverbial fork in the road.

The wrong turn and you suffer. The right turn, and you thrive.

In the late 1990s and early 2000s, LEGO faced near-collapse due to reckless expansion, unprofitable product lines, and excessive complexity, amassing debts nearing $1 billion. By reconnecting to their customer’s needs, simplifying their offerings and building partnerships with like-minded brands, LEGO returned to and celebrated what they did best: creating high-quality sets; transforming the brand from near-bankruptcy to a global market leader.

In this world of reputation branding, you must seed ideas to continue to build how you wish to be perceived. Only one competitor in your category can afford to be the cheapest. The rest of you have to distil a unique point of difference, your brand essence. If you really know what your essence is, you will have the power to continually reinvent the obvious.

Michelangelo was once asked by the Pope about the secret of his genius. He responded by saying, “It’s simple. I just remove everything that is not David”. When it comes to your brand in times of crisis, you need to dig deep and bring out your best self whilst minimising what you don't like that others may think about you.

Dr Seuss’s final work, ‘Oh, the Places You'll Go!’ lays down a fully worded personal challenge: “Today you are You, that is truer than true. There is no one alive who is Youer than You."

The book highlights the ups and downs of life's journey, emphasising the challenges and setbacks which are a natural part of the process, encouraging readers to keep moving forward, even when faced with difficulties. It’s about resilience, and encouragement to persevere.

As JFK said, “The problems of the world cannot possibly be solved by sceptics or cynics. We need men and women who can dream of things that never were”.

So, as the year comes to a close, it’s more than three cheers—it's four:

Cheers to your Resilience.

In Churchill's words, “If you're going through hell, keep going”. After all, the strongest people aren't always the people who win but those who don't give up when they lose. Be tenacious and responsive. Lift your level of service. In Michelangelo’s case, “If people knew how hard I had to work to gain my mastery, it would not seem so wonderful at all.”

Cheers to your Passion.

Your drive to better understand humanity when dreaming of the future scenarios in which your brand could succeed. Discover and adapt to service new needs, for it’s not what happens to you—it's what you do before, during and after.

Cheers to your Daring.

Think differently. Encourage curiosity and creativity. Look for inspiration outside your industry. James Dyson observed cyclone technology in sawmills before delighting us all with his bagless vacuum that has taken over the world. Now’s the time to challenge the norms in your category. In taking on the dragons, although you might feel alone, your reward will mean you become loved by your community, well beyond the rainy season of discounted transactions.

And lastly,

Cheers to your Uniqueness.

Brands are about the You-ness in You. Celebrate your difference. Understand your brand’s master story of why you are the way you are. How much conviction is in your short elevator pitch? Know why you’re different from the rest.

Thank you for being you.

We are all about to take time out, and you'll be somewhere enjoying a well-deserved holiday, be it in pristine snow or on a sparkling beach, when you perhaps may ponder your brand indigestion and reflect on what you might bring to the table in the new year… Know that now is the time to rebuild the optimism around your brand.

A very happy Christmas to you and your families. Thank you for your friendship.

Our best wishes for 2025,

Brian Richards

And all the team at Richards Partners