Your Brand's Essential Workers (Webinar for Nest)

On April 8, during the height of the pandemic, I was scheduled to give a presentation to the artisans of the Nest Guild. The topic was developing and executing creative campaigns - an involved and time-consuming process no matter how you slice it. Needless to say, the audience was dealing with business concerns that far outweighed the need to maintain continuity cross-channel or mood board styling.

Working through this presentation for artisans a world away from my tiny Brooklyn apartment, at the same time feeling scared to open the front door, ended up being an unexpectedly therapeutic outlet. Not only did it take my mind off of what was going on in the world and give me a reason to dive into some of my old work, but it also reminded me that the work I do, helping others tell their brand story, will always be necessary. At a time when I felt helpless, reminding others of the power of their experience helped me to feel connected and empowered again.

Branding is not a short-term target, it is for the long haul, and that has never been proven more true than during the first 6 months of 2020. A strong brand can help your business weather the storm and the right campaign can propel you to stardom. Good messaging and design are your brand’s essential workers and you need to invest in them because you cannot afford to have them quit! At the end of the (very long) day, a campaign during a pandemic is just like any other campaign, it must be thoughtfully conceived and speak directly to your audience.

Developing this webinar reinforced these ideas and reminded me that in my own life, obstacles have been the springboard for my greatest accomplishments. Let’s just say I needed the reminder! Click below to see the full recording and learn how to build a creative campaign.