Spreadable butter company Lurpak continues to make news due to its soaring price, with shoppers  paying more than £7 a tub, a 33% increase in some supermarkets.  Why do Brits continue to buy the luxury butter at these prices despite talk of a recession? They trust and value the brand. 

When talk of a recession is looming it’s tempting to cut costs in brand and marketing investments first. However, businesses should do the opposite and instead either continue to double down on their brand if it’s already strong, or quickly pivot to meet new market needs and sentiment. For instance,  2008’s financial crisis paved the way for Samsung to reposition their brand from global electronics monolith to a customer-driven, innovation company. This pivot directly contradicted what competitors were doing – namely cost-cutting around brand investment – yet the company saw huge gains.  

Regardless of the approach you take, one thing is clear –  investing in brand can help you weather a recession storm. Whether you’re already well-trusted or looking to reinvent yourself, when done the right way, a brand can be your greatest resource. 

There’s no brand without content 

We learn to trust a brand through the content they bring to market, and you can only build a trustworthy brand when that content is consistent and up-to-date. However, that’s often not the case. What would you think if you saw different versions of a logo every time you came across a product? Or a varied descriptor on each piece of product collateral? It might seem small but every touchpoint matters, as does every mistake.  

Now think about all the new and evolving ways you interact with a brand from in-store, outside, and online to a whole new virtual world – the metaverse. The list goes on to involve internal and client-facing pieces of content or documents. Any piece of content output by a brand needs to be consistent to build trust but it’s becoming increasingly complicated in today’s market. Relying on manual processes to distribute content internally and externally opens the door to human error – and it wastes time for everyone. 

Simplify the process

In order to truly succeed in creating a strong brand, businesses need tools that remove the burden of finding the right content from employees and instead place it on technology. We’re seeing this come to life with content enablement technology which is helping standardise and automate content across businesses. With this tech, content (from logos to descriptions and more) are directly served to employees within the places they already work. This allows organisations to limit human error while ensuring brand consistency in all public-facing content – ultimately leading to increased consumer trust and revenue. Something that’s invaluable during uncertain markets.