The best way to avoid the doom and banish the gloom is to do what you do really, really well.
Here's some advice from my friends over at Neutron
1. What makes you different?
The active ingredient in any brand is differentiation. If it’s not different, it’s not strategic. What can you do to increase your difference? How can you make your difference more meaningful and compelling?
2. How well are you focused?
Without focus, customers will have a hard time seeing your difference. What makes you the “only” in your category? Which of your offerings best support your difference? Which should be cut to make your focus stronger? What new offerings could be added as you pick up momentum?
3. What trend are you riding?
Tomorrow’s economy will create new trends. What wave are you riding? Is it a wave that’s still forming, or one that’s already crashed on the shore? Is it possible to ride more than one trend at a time? What new trends are barely visible yet inevitable?
4. Are you communicating clearly?
Good strategy paired with poor messaging is no better than poor strategy. What messages are your various constituents hearing from you? Do all your brand stories add up to one big story? Is your big story clear enough and bold enough to earn a place in their minds?