Faced with a challenging economy, growing companies have to work even harder and smarter on their brand-building efforts to attract customers and prospects. According to Glenn Geisendorfer, cofounder and creative director of Seattle-based Platform, Inc., business owners need to create brand experiences that make durable impressions on the minds of consumers. “Brands that matter,” he notes, “are built for the long term, and most importantly, do not give consumers a reason not to buy when the chips are down.”

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Geisendorfer says businesses must demonstrate that they can be trusted to do the right thing and bring about positive change. “These are really basic things, like sponsoring philanthropic efforts that align with your company’s core mission, partnering with organizations in your regional markets, or donating time and services to your local community,” he points out. “Fundamentally changing how you operate on the ground makes a powerful statement, and will help regain the trust of consumers in a culture of increasing skepticism.” Here are two ways to go about it:

1. Move from being “different” to “better.” Brands built for the long term need to design with the end in mind. That is, visualize the future and make logical, incremental steps to get there. This helps with product introductions, and will encourage consumers to give your business a look when budgets loosen up again.
2. Seek consistent quality. If there’s one thing that will undermine a brand-building strategy, it’s inconsistency. Make sure that wherever your brand appears — with partners, at events, in retail outlets — the connection makes sense and doesn’t stretch a consumer’s imagination too far. Reach out sincerely. Promote consistency. Consumers demand brands they can trust.

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