What do you do if your fear is holding you back from making assertive brand strategy decisions?

If fear is hindering your ability to make assertive brand strategy decisions, take a step back and identify the root cause. Break down your fears into manageable parts and address them one by one. Seek support from mentors or peers, and remember to trust in your abilities. By confronting your fears head-on, you can make confident and effective decisions for your brand.

Address fear in your brand strategy & transform uncertainty into strength - Fight: Panic calls for a reflection. It's not an end, but a chance to pivot & find growth opportunities. Challenges are chances to turn fear into a strategic asset. - Flight: Belief in escape reflects unrecognized strength. Once acknowledged, this can be used to directly face & conquer challenges, turning fear into forward momentum. - Freeze: Hesitation or indecision signals unexplored options. A cue to seek external viewpoints, bringing fresh ideas that can dissolve fear & spark decisive action. Embrace fear as a sign you're pushing the envelope. If your strategy doesn’t slightly scare you, it might be too safe. Innovating means stepping out of comfort zones.

If your brand strategy is scary, that's a good thing. It should make you feel uncomfortable because if it feels safe, it's not strategic enough. It's likely it's too much like what your competitors are doing. Fears of failure, success, and judgment are very common for entrepreneurs. Recognise your fear. Acknowledge it. Remind yourself that everyone experiences fear and can feel uncertain when big decisions need to be made. Challenge yourself. Are your fears founded, or are you overthinking things? It's common for people to self-sabotage and stall when things feel scary. Get some perspective on it from stakeholders or peers if need be.

Brand strategy decisions should NOT be based on the fact that you are scared or not. It should be based on either real customer data or researched data about your TG, their behaviour, their purchase decisions, etc. If your brand strategy is based on these points, it is irrelevant whether you feel scared or not, you need to trust the data and implement the strategy accordingly.

Building a brand calls for courage . A brand is offering consummer product endorsing a clear vision of your market. This means that you will have to make choice that sometimes are not following the trends . Sales dpt and CFO will put pressure on you . The only way i know to do so is to be deeply convinced by the road you follow. I you doubt, others will.

Brand strategies typically run into problems when they do one of the following two things: 1) deviate from their point of differentiation, i.e. what makes the brand special and unique in the marketplace; or 2) abandon their core customer by chasing a new customer cohort. Usually one or both of these things happen when a brand is trying to chase (or copy) what a competitor is doing. Brands should evolve and modernize but always go back to these two questions: what makes my brand unique? who is my core customer? Develop strategies to evolve and modernize while not letting go of these two tenets.

For each potential strategy, there's a great exercise call the six hat exercise. Each of the six hats assesses the strategy from different viewpoints, i.e. Hat #1 Feelings the strategy evokes Hat #2 Potential risks to consider Hat #3 Facts and information we have Hat #4 Why it could work Hat #5 The additional opportunities that could come off the back of it Hat #6 The systems and processes needed to execute the strategy. When you do this exercise it helps evaluate every potential outcome and ways to mitigate the risks.

It isn't easy to work on brand strategy by yourself. Get input from those you trust who understand your brand and industry. Get their insights and perspectives. Speak to potential clients. Or even better, collaborate with one or more clients to get their views on your plan. This will allow you to get a read on those whom your decisions will impact. (Be sure they understand the level of input you're seeking.)

In some cases, brand strategies or brand initiatives can be pre-tested with small groups of real customers to take a temperature and get feedback.

Building confidence in brand strategy comes from embracing every outcome as a stepping stone. - Value your mistakes as lessons, not failures. They equip you with insights for bolder decisions. - Past experiences are assets. Hold tight to the knowledge gained from past experiences. They drive you forward, giving an edge over competitors who dwell on their errors. - Confidence also stems from staying abreast of industry trends and market dynamics. It's your strategic compass in the complex brand landscape. Embracing every experience, success, or setback, sharpens your strategic advantage, setting the stage for innovative, confident decision-making to create brand strategies.

Keep a record of successful brand decisions you've made, reminding yourself you have the skills. We all make mistakes. Those who are successful reflect on their mistakes and learn from them. Analyse past mistakes without self-criticism to gain wisdom. Take courses, read, and stay updated on branding trends. Follow the top publications and influencers in your industry to stay current.

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." SunTzu Tactics to implement the strategy are essential to move you towards your goal. Divide big decisions into smaller, less daunting steps. Implement low-risk brand manoeuvres to build your decision-making muscle. At some point, you must be willing to take a leap of faith backed by sound preparation.

Base your decisions on facts, data, and analysis rather than letting fear dictate your choices. Conduct thorough research and gather relevant information to inform your decision-making process. Having concrete evidence to support your decisions can boost your confidence. Break down complex decisions into smaller, more manageable steps. Focus on taking one step at a time, rather than feeling overwhelmed by the entire decision-making process. This can help alleviate anxiety and make decision-making feel more achievable. Visualize the positive outcomes and benefits that can result from making assertive brand strategy decisions. Envisioning success can help counteract fear and motivate you to take action towards achieving your goals.

It is always best to make decisions based on data, whether that be hard numbers or conversations with industry leaders. So researching brand strategies you are considering is essential. However, a lot of knowledge is tacit, based on experience. Reflecting on this knowledge regularly either in the form of blogging, personal writing, or even meditation can increase the likelihood that brand strategies are not happening out of fear.