Short-Termism In Marketing & Why Long-Term Thinking Is Key To Brand Longevity

For many businesses, the temptation to piggyback off whatever is trending on social media is just too strong to pass up. Sure, it’s easy—and, no doubt, lazy—but just think about the engagement, right? Surely, there’s nothing wrong with making folks laugh with a quickly put-together but clever post.

London: Los Angeles (LO:LA), the award-winning branding agency from El Segundo, says that while this approach may yield quick results, it has an eroding effect on your brand in the long term. This “short-termism” and its negative effects are the subject of its latest in a series of stories on hot-button issues in the world of branding.

Access the full story now at https://www.thelolaagency.com/post/brand-longevity-thinking-beyond-the-next-quarter

Short-Termism in Branding

LO:LA’s piece first zeroes in on what it calls one of the biggest challenges in modern marketing: short-termism. The agency laments the current prevailing approach of many businesses and brand managers to de-prioritize long-term thinking in favor of “reactionary tactics,” such as flash sales and campaigns that piggyback off whatever is trending on TikTok, for a shot at immediate results.

Brand dilution is just one of the common pitfalls of focusing intensely on “quick wins” that is discussed in the article. “When a company constantly shifts messaging and identity to chase trends, it weakens its brand consistency and recognizability,” LO:LA writes.

Another drawback that can damage both the brand and your company’s future profitability is consumer fatigue. As LO:LA explains, being over-reliant on promos will ultimately condition your customers to engage with your brand only when discounts are on offer—not the most sustainable way of staying afloat.

Playing the Long Game

The second half of LO:LA’s article is all about playing the long game to ensure your brand doesn’t die a quick death from trend chasing. The strategies shared were drawn from LO:LA’s own experience helping partners across California set their brands apart by establishing a solid and distinct brand identity.

One of the first things it recommends doing is establishing brand pillars, which will serve as the basis for all your branding decisions moving forward. “Establishing core pillars—such as values, tone of voice, and key messaging—ensures that the brand remains cohesive, even as it evolves over time,” LO:LA explains.

While it admits that your brand strategy may change in response to shifting consumer expectations, adapting to these changes can still be done without diluting the identity you’ve established.

Want to keep your branding fresh while not overdoing it? LO:LA suggests doing periodic audits to make things exciting yet consistent with what your brand stands for.

LO:LA adds that playing the long game in terms of brand building has been proven to result in higher brand value and customer loyalty. “Those who prioritize long-term vision over short-term gains will stand the test of time.”

To see the rest of LO:LA’s strategies, check out the full article.

Agency for Brand Longevity

If the above advice made you stop and think about how you approach your branding—but you're in need of guidance—multi-award-winning agency LO:LA can help you establish a solid and compelling brand identity, and maybe even pick up a couple of awards along the way as a bonus.

Ready to begin? Get in touch with LO:LA or see its impressive body of work at https://www.thelolaagency.com/