Flying cars, hoverboards, self-lacing shoes, dog-walking drones, and double neckties.
There are a few things the 1985 sci-fi classic, Back to the Future, gets right about what the year 2015 might look like. The idea of video calls was once a far-fetched concept that is now omnipresent in the modern workplace, as well as our personal lives (hello Zoom and FaceTime!)
However, for the most part, the films prognostications failed to ever materialize.
That’s not to disparage the minds behind the film who crafted such a vivid and convincing future world. Predicting the future is a notoriously difficult feat for the human mind.
For reasons both external (like rapidly changing technology and its unpredictable effects on society) and internal (cognitive biases that make us think trends will continue in linear pattern), it's hard to have full confidence about our forecasts in the face of unfathomable probabilities.
But what does Marty McFly and his 1985-envisioned-2015 have to do with brand?
It all ties back to humanity’s innate desire to understand and control the future.
In our context, we often have clients coming to us looking to "future-proof" their brand.
But we’re here to tell you that “future-proofing” a brand is not only impossible, but also a waste of resources and energy. Resources and energy that could better be spent on answering different questions – ones that can better set your organization up for success today and down the road.
Why do organizations come to us looking to “future-proof” their brand?
Building a brand is a significant investment and a time-consuming endeavor. So, it's understandable why many clients express the desire to "future-proof" their brand-building efforts to avoid repeating the process in the future.
"Future-proofing" has become a ubiquitous term in corporate America, akin to other buzzwords like "digital transformation" and "synergy." What started as an approach to anticipate technological changes has now expanded far beyond ensuring adaptable computer code.
A quick Google search now yields advice on everything from how to "future-proof your career" to how to "future-proof your home" or even your wardrobe. We observe this emphasis on “future-proofing” in our work as well.
Clients often ask us to help them "future-proof" their:
- Positioning/Messaging: They want assurance that the strategic framework we use for positioning and messaging will remain relevant, distinct, and impactful over the long haul.
- Visual Identity: When it comes to elements like logos or other aspects of a brand's visual system, clients seek designs that can withstand the test of time.
Why “future-proofing” will lead you astray
Put simply, it’s fool’s errand to think that we can (or should) prevent obsolescence in brand strategy. For all the reasons mentioned before, but also because in the context of brand strategy, “future-proofing” could easily become “today-dooming”. Here are a few reasons why.
Context Matters
The environment in which a brand operates is integral to its success. A brand is dynamic and cannot be isolated from its surroundings, including cultural and social trends, competitors, and political and economic conditions.
All these factors influence how our brand is perceived. Predicting this environment far into the future is nearly impossible—a lesson we all learned when the world was turned upside down in 2020.
Credibility Concerns
While planning for the future is essential, it's crucial that our brand remains credible in the present. We must align with where the business is headed without losing touch with current realities that stakeholders recognize as authentic.
Overemphasizing a distant future vision may create a disconnect between what we promise and what we deliver, leading to disappointment and distrust.
Risk of Abstraction
Attempting to build a brand that accounts for all possible future scenarios risks making it so vague that it becomes generic.
Without specific details about who we are today, customers may struggle to understand our identity because we're too focused on potential futures. This lack of clarity can result in us becoming indistinct and forgettable.
So, what should we do instead?
How do we strike the right balance between acknowledging our current reality and aspiring toward future possibilities? It's about speaking to what is true today while also preparing for what lies ahead.
Authenticity
Identify the core truths of your organization—those foundational elements that have been present since day one and will continue to hold true.
These enduring qualities are where you should anchor your brand. They might include long-standing values, mission statements, or cultural attributes that define who you are as an organization.
Aspiration
Ask yourself, "Who are we on our best possible day?" This question helps clarify the aspirations that drive your organization forward. On those exceptional days when everything aligns perfectly, these aspirations become reality.
Reflecting on personal experiences can help illustrate this concept; consider moments when you've excelled at work or shown empathy in personal relationships. While not every day reaches this ideal, envisioning it provides a clear picture of potential greatness.
Accuracy
Focus on what is genuinely knowable about the next five years for your business and industry. By concentrating on tangible insights rather than speculative forecasts, you can make informed decisions that guide strategic planning effectively.
Don't let "future-proofing" become "today-dooming"
While the allure of "future-proofing" is understandable, it often leads us astray. Instead of chasing elusive futures like those Doc and Marty explore in their DeLorean, brands should prioritize authenticity and aspiration.
By anchoring your brand in enduring truths and envisioning your best self, you can create a resilient identity that truly stands the test of time. And if you need a little help, you can always give Joe a shout - we'd love to help you figure it out.
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