Sustena Group Logo
Original Content

The Power of Branding During Slow Times

A slow business cycle does not have to mean an unproductive one. It is in slow times that the best companies focus attention internally to evaluate and strengthen key parts of their business, including their brand. A slower cycle provides breathing room to ask: how could we tell a more engaging story around our value to customers?

An effective place to start this exercise is by evaluating your brand positioning and core messaging. Keep it simple - break through the clutter. No matter how complex or innovative a brand is, the point of differentiation should be concisely articulated. All too often, brands dilute their core message & brand mission with over-used industry jargon. A good test of clear messaging is to ask yourself if a typical prospect could easily repeat your 3-5 most important differentiators to their colleagues after meeting with you. If they can’t, there is still work to be done in simplifying the story of what your company does and the value you provide.

Once you have aligned on your value proposition, how does this story get expressed visually? What graphics, images, or designs will aid the storytelling and accentuate the key points to your audience? Once you’ve established a solid foundation of positioning and strategic visuals, you can begin evaluating downstream parts of your brand such as your sales and marketing tools, industry positioning, and your digital presence.

By sharpening your brand, you are preparing your business to take full advantage of the upswing in business when it comes, but also creating greater ‘stickiness’ with clients by telling a deeper, more engaging story around your value.

Share this
Share on Twitter Share on Facebook Share on LinkedIn


Oct 22 2023
Original Content

10 Signs That it’s Time for a Rebrand

Pay attention to these tell-tale symptoms. If your company is experiencing any of the following challenges, it might be time for an update.

This could be a sign your company needs to work on its brand story and messaging. Employees might communicate what they know but not the full breadth of your c…

Ryan Paul
Sep 18 2023
Original Content

The Value of Naming for B2B Brands

All too often at Sustena we see B2B brands mismanage the brand-building process. And while these displays of mismanagement usually occur at disparate ends of t…

Original Content

The Necessity of Branding after M&A

Where Mergers & Acquisitions create opportunities -- increased product offerings, market diversification, centralized process control -- they are counteracted …

Original Content

Brand Strength - Its Effect on PE Deal Sourcing

According to , the average private equity firm evaluates 80 opportunities before investing in one. This means that your brand needs to stand out amongst 79 competitors to s…