Covid-19. There, I’ve said it. I didn’t even wait a sentence or two to mention it, let’s just acknowledge the elephant in the room. In many different ways, we have all been affected by the Coronavirus. Hopefully, you and your loved ones have not been stricken by it. But you have all either been social distancing, become home-school teachers or are now working at home. It’s completely taken us out of our normal routines, both in our personal and professional lives. This is different.

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In our first webinar, we addressed how to stay viable in a unique landscape. The discussion was really good and so were the questions. Based on what was discussed and the engagement, we thought it would be helpful to “come together” (right now) as a marketing community and network with other individuals to help solve some of the specific challenges that you or your customers are dealing with today. Challenges such as those that we heard during our first webinar, like: ‘our flagship event was canceled; how do we pivot and generate momentum on such short notice?’ or ‘how can our company communicate an innovative solution while being sensitive to the current business climate?’.

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Having a strong brand is essential in today’s digital arena. Within a matter of a few clicks or seconds, someone can find out who you are, what you believe in and how you act. Those 3 things can make or break a brand. So it goes without saying, the creation of a brand or a rebranding exercise is an important process for the good health and longevity of a company.

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One of the biggest questions young companies ask themselves is “how much should we spend on our branding and marketing?” You’ve already allocated or spent funds for research, product development and production, but aren’t sure how much to commit for marketing at this stage. “It’s most important for us to get the product ready and then we’ll worry about marketing, right??!!??” Well, not exactly. Timing is everything.

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Upstate.Design is the the abridged and unofficial directory of the “upstate” new york design community.

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