It's a Great Time to Tell the World What's New With Your Brand: by DPHA Fellow Jeffrey Valles, Colonial Bronze.

Now that we know the next president of the United States, what’s next?  Who the heck knows!  It is likely the next few months will remain a bit hectic as the presidential decision sinks in, Covid continues to surge and nobody is really sure when the next calamity might hit.  All that uncertainty makes it a perfect time to announce something new and fabulous with your company.

So many businesses are waiting for specific vaccine news, policy rollouts and Wall Street reactions before they even start to plan new market plays.  All the while your team is looking for something new to tout and your customers are bored living the same old pandemic life-limiting style. Do not mistake being busy for being bored.  Being busy doing the same things day after day is monotonous.  Heck, without the stress of the election and the possibility of catching the virus, life would be outright boring.  

This is a great time to roll something out.  It does not have to be big, it just needs to simply be something for your company to present, your team to talk about, and that continues to showcase your brand as unique and the finest partner to have in the marketplace.

And yes, I am talking about now, not in 2021.  Now is the time to shout out.  It is the lull after the storm and people are beginning to feel the disappointment of not being able to get together for the holidays.  A few months back we were looking toward the holidays when family and friends would be able to gather with the pandemic no longer a concern.  Now it looks to be a Zoom holiday season.  So very frustrating for so many.  

Outside of the constant barrage of Black Friday deals, there remains a public looking for something new and innovative to add a spark to their day.  If you have an idea that you have put on hold while waiting for the world to stabilize, bring it out now.  

With KBIS going virtual and ICFF moving to November, there will not be any physical conferences or conventions in the first half of 2021.  So many of us have grown tired of virtual anything that just the thought of shaking someone’s hand is exciting.  

If you tried something in the past and that you believe should have been a hit, but it underperformed, give it another shot.  Second time's a charm!  Stress is the order of the day and, in our perception, there are so few ways to get away from it all.  A new and interesting story from your brand could very well be the news of the day, maybe even the week.  

Does one of your team members have an interesting idea that they have been pitching?  Why not give-it-a-go.  Even if it does not become a big thing, it will reward a talented member of your team and instill a confidence with your other employees that you do listen and are willing to take a chance on their ideas.

Some great things can happen in the strangest of times, and these are very strange times.  Best of luck out there and do give it a go!

P.S. What a time for a Pop-Up!!!