The idea of flexibility in business is something that can be applied in many different areas. Much of the time, it might be internal, whether it’s something to do with the working structure of your team or an aspect of your leadership. However, there might also be times when you feel as though it’s a concept you want to make more central to the customer experience and how you want people to think of your brand.
It’s something that can often feel only distantly related to the central service you provide, but much of the time, what it means to customers is much more important.
On Their Terms
The customer might feel that a more flexible brand is one that allows them to be engaged with, but the customer wants. This is something that you see quite regularly with branded apps that look to make a business more competitive in the digital age. Even when it comes to fast food restaurants, something that’s mostly engaged with on a physical level, the app can reduce the downtime spent waiting after ordering, instead allowing someone to order ahead of time to minimize the disruption to their day that this has.
Able to Fit Any Occasion
When it comes to your employees and how they feel about flexibility in your brand, it can come up in a few ways. A positive work environment might be one where employees feel as though they’re comfortable talking to you about problems that they’re having at work, working with you to come to a conclusion.
For example, if they feel as though a flexible model would make them more productive, is your business flexible enough to allow that? In that case, it doesn’t just become about your leadership style, but also how prepared your business is for that, such as the virtual firewall you have in place and how well you’re able to continue to operate without disruption. Yet it’s the impulse to be open to the idea that can make the difference from the perspective of the employee.
Connotations and the Digital
It’s difficult to talk about a brand being flexible without discussing digital options. Even at a time when most businesses are firmly rooted in forms of digital expression, this can feel almost restrictive.
Of course, there is room to maneuver within this bracket. One gaming company might look more flexible than another if they have, as Nintendo does, a console that operates as both a home console and a handheld device. Additionally, as Steam has with its Steam Deck device, you can create a situation where data is transferable between that and the desktop.
The digital age is one that’s ultimately about convenience and flexibility, so to be inflexible might automatically put you behind the curve. Even if you feel as though the service you provide is of a higher quality than a more ‘flexible’ competitor, it won’t matter if audiences feel as though they’re able to engage with that competitor more easily.
