Remaining competitive is proving increasingly challenging, especially in today’s fast-paced and dynamic market landscape. Rolf Whiteman, Sales Director at Harrison provides some insight in to how businesses can adapt to changes in the market and remain competitive.
Regardless of company size, businesses must embrace change both at industry level and on an individual scale. 
While small to medium sized enterprises may be disadvantaged in terms of funding and budget, compared to larger players, standing out in the market extends beyond big moves. Small, localised adjustments can be just as crucial in remaining individual, targeting the right audience and driving evolution.
For all companies, it is essential that although sometimes challenging, change is welcomed. By reassessing business models, simplifying any areas of convoluted branding and returning to the fundamentals, organisations can determine what defines them and, most importantly, what makes their offerings valuable.
Know your competitors
Before businesses undertake any change, they should first and foremost identify and monitor key competitors to better understand successful market moves, compare progress and evaluate risk. One way to do so is by carrying out competitor intelligence reports, using internal and external data that analyses both strengths and weaknesses across the board. Utilising competitive analysis tools streamlines the process of collating reviews, monitoring engagement, coverage and market share for in-depth multi-sector breakdowns. By identifying gaps in the market, businesses can allocate resources to activities that will strengthen their competitive advantage, differentiating themselves from other players.
Stay current with brand strategy
Rebranding, for instance, enables organisations to refine their brand identity and messaging to align with shifts in demand. In doing so, businesses will not only attract new customers by raising awareness through rebranding campaigns, but also foster a loyal customer base by offering services that truly resonate. Supporting these campaigns with research and data analysis across various markets enhances a business’ scope to connect with a broader audience and tap into new demographics, ultimately driving both sales and revenue.
When rebranding, it’s essential to keep in mind a long-term vision for your business strategy. This means not only understanding current trends but also anticipating and predicting how these trends may evolve and shape the future market. By planning for the long-term, businesses can build a more resilient brand that adapts to changes in demand and stays relevant as markets develop over time.
Growth comes from within
People are at the core of any business. Having qualified and talented individuals placed in the right roles empowers business leaders to focus on strategy and leverage a diverse skill set across various departments. Recruiting employees who share the same core values and commitment to the organisation cultivates a 
productive, innovative culture driven by a unified goal. Maintaining a focus on those dedicated to the day-to-day activities of the company is key to improving employee retention, which in turn contributes to business continuity, customer relations and cost savings.
Investing in effective technology that streamlines internal operations gives businesses a competitive edge. Companies will inevitably benefit from the automation of otherwise manual tasks, however, it is essential that the chosen system can scale with business growth to maximise competitive efficiencies. Comprehensive documentation of operations and procedures, highlights what works and what doesn’t, especially when referring to financial performance records. Accounting systems, for example, enable department leads to track growth using accurate metrics and data, allowing them to allocate resources more effectively toward activities that generate proven results.
Demystifying demand
In order to see long term benefits, businesses must look beyond short-term gains and prioritise growth strategies. By integrating technology that scales with growth, businesses will benefit from the streamlining of once time-consuming tasks, to support with recording competitor analysis, finances and internal procedures. With internal operations in place, businesses can then focus on unpicking complicated branding and alter messaging to truly resonate with both repeat and new customers, building a resilient and successful brand regardless of shifts in demand.
