This year has brought an even larger spate of construction projects as many states and municipalities have started construction projects on freeways, expressways, and roads that have needed to be maintained, rebuilt, or expanded for many years. In many cases, these construction projects have been delayed or postponed because governments didn't approve funding for them amid competing priorities or the perception that construction wasn't as critical as it seemed.
However, those who use those roads and are stuck in massive traffic jams or receive damage to their vehicles due to crumbling roads and bridges would beg to differ as to how critical those road upgrades might be.
Now, as many of those construction projects start at the same time people are dealing with a lot of gridlock and pain as they dodge construction barrels, closed roads, and the like.
In much the same way, many companies and organizations think that they can delay the creation or renovation of their brands and communications messages. They may think that investing in building or rebuilding their brand identities is not critical for today and that it can be put off to tomorrow.
But as customer confusion about a company's products or services mounts and sales decline, suddenly a weak or unclear brand can loom large.
It's important to not wait until a company's infrastructure of sales is crumbling before a brand is strengthened or launched the right way. By making investments in brand identity, messaging, and communications strategy now, companies can avoid customer pain and confusion later.