How to Plan for Business Success in a Rapidly Evolving Landscape
Following a late summer trip to the coast, my daughter returned with one of those mini bobble head turtles you find for sale in the tourist shops. I had to smile when she presented her cheeky gift. But observing the colorful knick-knack on my desk, I ponder how the nature of the turtle relates to our business. As founder and CEO of WorkTheBrand PR and Marketing Communications, I understand that progress requires persistence over time. Slow and steady wins the race.
With that in mind, I’m reflecting on today’s opportunities for the home and design industries, given our 20 years experience helping brands and organizations navigate the good, not-so-great and disruptive times.
A gift from my daughter led to reflection on the state of our industry.
The Cycle
Three years after the inception of WorkTheBrand, the 2008 recession hit. Two years later, our industry was still digging its way out.
The brands that survived this trial were all in for the long haul; they were responding to the situation at hand, but also investing in a future they felt sure would come. The “down time” was spent preparing for the rebound: reviewing, re-tooling, repositioning and relationship-building.
While there are fresh challenges to face in 2025, the tried-and-true strategies for enduring in business still apply.
Businesses don’t survive because conditions are perfect. They live to thrive when leaders anticipate, adapt and move steadily ahead.
Push and Pull
Here are some action items to consider:
Analyze to act: A review of the brand offering, the audience and the value proposition is your starting point for what may (or may not) need to change.
Clarify the brand voice: Consistent communications across a multitude of touch points will build the visibility and trust needed to outlast periods of disruption, and can also serve to position your brand as a leader rather than a follower.
Foster connection: Intentional relationship- and experience-building now will lead to wins later, translating into sales conversions, referrals, collaborations, and long-term loyalty.
Reallocate resources: AI and efficiency tools may be employed to streamline operations and free up valuable resources for higher-level activities, including community building efforts. (And companies that adopt the right tools now will emerge more nimble and responsive as market conditions improve.)
Momentum Matters
Now is the time to invest in strategy-driven brand communications—with the right professional partners to help guide the journey ahead—sure and steady, just like the turtle.
If you’re wondering how to position and prepare your brand for what comes next, I’d love to talk.
Reach out to schedule a complimentary 30-minute consultation by writing to leslie@workthebrand.com.
Leslie Newby
Founder and CEO
WorkTheBrand™
