In the context of markets, brand equity is never constant. The brand awareness may wear off after some time (the reach and frequency may fluctuate). The recognition of the brand may not be confidently salient over time. Client or customer loyalty is inconsistent and cannot be depended on. Therefore lived experiences are what drives circumstantial brand engagement and resonance. In this case, you want your brand to be able to identify where in your line of contact points will you be able to improve situational equity in order to can unlock growth opportunities.
Situational intelligence often refers to the ability to make decisions under circumstances that are at most times unfavourable. This often related to critical communication efforts and therefore needs to be supported by agile frameworks that enable brand consistency and innovation under the circumstances.
How can you make your brand more prone to effectively handling critical situational change through intelligent frameworks?
Design your ideal path
Emotional intelligence and empathy play vital roles in designing an environment that can handle situational changes and responses. You want your brand to relate to the circumstances if the situation. By doing so, you will have positioned your tracks in a way that the brand seeks to considerably maximise on opportunities while uplifting stakeholders within that situation.
The design process should make use of integrated analysis tools in order to create a well informed or insightful brand intelligence model that response to the needs and resources of stakeholders at every given time. These analysis tools can track the internal order of the brand and the external conditions of the brand. A great tip is to us these tools to design a proactive situational intelligence model rather than a reactive one.
For instance, If you need to critically communicate to stakeholders, take the initiative, and be forthcoming instead of reacting to their complains or worries. In any situation, be it sporadic or seasonal, you want your brand to consistently show leadership.
Construct the basis of your situational intelligence as a brand
This is were you carve the processes for engagement and line up communicative material in order to direct key stakeholders on how their roles are expected to be filled during a change in circumstances for the brand. This has to happen after you have analysed their environments and resources. Make sure to include them in every step of the way. In your construction of an ideal situational position as a brand, package your vital brand assets in a way that protects the well-being of your stakeholders.
Roll up your sleeves and implement before the situation hits
It is time to get your brand situationally intelligent. Start with information management, this encompasses preparing your people, processes, technology and content. The principles to apply when managing information during this process is to prioritise according to business needs, and focus on agility and adoption, recognise and the complexity of the process.
While you do so, visualise the implementation of it all. You have made provision for a situational change in your brand, you have designed the ideal response, and constructed a path forward based on your analytics, now anticipate the flow of your intelligence. By visualising this flow, make sure to notice ways to mitigate risk.
Manage your efforts and update your intelligence constantly
Once you are geared up, practice real-time decision making. Base your decisions on measurable insights that you’ve drawn from the plan that you’ve designed above. If you structure the above efforts effectively, your real-time decision making process will be semi-automated and always guided by your ideal path, analysis and information management structures.
Make room for improvements. This is where model change management comes in. Start by looking at your brands’ asset life cycle. This will help you measure and manage seasonable and predictive situations more accurately. Look at what managing these life cycles will take. Be open to changing these component continually as situations may differ dependent on influences and trends.
Therefore, make your brand situationally intelligent. Do so tomitigate risk, and empower those within your value chain by communicating with them effectively. Get them involved. In this way, your brand should be well prepared and confident in sailing through different situations.