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s we begin the 2026 annual planning process with many of our clients, a specific phrase has come up more than during previous strategy discussions: “What if…”
What if product demand is lower than we’re projecting? What if we’re impacted by tariffs? What if we have to scale up our recruiting efforts? What if the business priorities shift two months into the new year?
While these are very real and reasonable questions that must be considered while creating long-term strategies, getting lost in the “What If’s” can lead to something more disruptive to your annual planning: analysis paralysis.
We can’t predict the impact of ever-changing tariffs, the economic impact of 2026’s hurricane season, or if a CEO’s affair will be outed at a Coldplay concert. But, as my colleague Renee Spurlin notes in her previous blog on maximizing an uncertain marcomms budget, “Now is the time to control what you can control.”
Annual planning may seem more daunting during times of uncertainty, but creating meaningful strategies driven by a business plan with clear priorities can help an organization stay agile and weather economic uncertainty. Below are four focus areas to help begin creating meaningful, flexible annual communications plans across your organization:
- Keep it rolling: Both figuratively and literally! While the objectives outlined in the annual plan should be clear, agile plans should be built on a rolling forecast, leaving room for frequent scenario planning. Include regular retrospective discussions to learn from previous successes and misses.
- Focus on the outcome, not the tactics: Success should be defined by the outcome. A clear goal like “increase customer retention by 15%” gives a team flexibility to adjust their approach and react to market conditions while still moving towards the desired outcome.
- Brand strategy is a long game: While feedback and data should drive results, overreacting to short-term trends can derail a long-term goal. Instead, use data to fine-tune successful strategies surrounding revenue drivers to strengthen an organization’s competitive advantage.
- Employee branding is a strategic asset: Employees are the brand advocates of any organization – empower them to carry the brand’s message and increase awareness through internal communications, upskilling, and recognition programs. When times are uncertain, focusing internally can help you maintain a strong, resilient business.
While looking long-term during economic changes can be difficult, uncertainty can open opportunities for differentiation and market share growth. Ready to plan your “big picture” and find new market opportunities? Let’s chat about how we can support brand strategy across your organization.
