07.24.2025

Although the Trump Administration has imposed a temporary pause on its proclaimed “Liberation Day,” its “reciprocal tariff” strategy is still set to take effect across most countries, including Canada, signaling a seemingly ongoing era of economic uncertainty.

While the long-term consequences remain unclear, Canadian businesses cannot afford to sit idle. Now is the time for companies to take proactive and decisive action.

The current economic environment with looming recession concerns, newly imposed tariffs on top of existing ones, fluctuating indicators, and volatile markets has placed significant pressure on businesses. Yet within this challenge lies an unexpected opportunity. Companies that act now stand to gain an advantage.

There are only so many budget cuts a company can make before there’s nothing left to trim from the bottom line. The best approach? Invest in all things brand. One effective way companies can offset increased costs of products or services is to ensure their positioning and value perception align with their pricing.

The first step is finding partnership with an experienced strategic brand building studio that can chart a clear path forward. A creative partner that will develop forward-thinking strategies positioning businesses to not just weather tariff-related price increases, but potentially thrive despite them. Historically, businesses that invest and are adaptabile during economic shifts often emerge stronger, while those who hesitate miss crucial opportunities.

Rising Above Tariff Pressures

The recently imposed tariffs affecting Canada and most countries worldwide will undoubtedly add costs to most goods and services. The Canadian government has already signaled that it will quickly respond to these economic pressures, potentially changing policies and adjusting interprovincial trade. This means yesterday’s customers may not be tomorrow’s customers.

The opportunity is to get ahead of new competitors now. Through a brand audit, businesses can develop a strategy focused on better understanding their current market positioning and ultimately enhance the perceived value of their products and services.

Elevate Your Brand Investment

As a Creative Director with over 20 years of experience, I’ve come across many businesses owners that generally view brand strategy, development, identity design or rebranding as an “unnecessary expense.” In fact, most organizations pursue these services during growth periods when times are great, not when it’s time to limit expenditures. However, investing in brand at any time is proven to be one of the best ways to protect and secure a business’s position in its industry. This is especially true when external factors like tariff price increases come into effect.

If pricing adjustments become necessary due to tariffs, a company’s distinct brand positioning can help to justify these increases. Strong positioning elevates a business, even when prices rise, by substantiating the value of its products or services.

Repositioning through a strategic rebrand process also provides an opportunity to show stakeholders and customers that despite potential tariff impacts, a company is innovating, evolving, and prepared for the future. The result is deeper customer connections, stronger brand presence and recognition, while supporting higher prices.

With potential new competition entering the marketplace, businesses must clearly demonstrate their unique value proposition. The brand must communicate a company’s current strengths while articulating its vision for future growth and adaptation.

Reaching New Perception Heights

Every company’s brand must also visually represent its market positioning whether as the most accessible, most premium, or somewhere in between. Great aesthetics alone are insufficient. The combination of how a brand looks and feels creates the overall perception in maintaining its pricing and competitive edge.

For startups, perception provides the opportunity to become a disruptor brand that rapidly gains attention and credibility. For established companies, it ensures they hold their ground against both newcomers and ongoing competitors.

Stepping Up Your Strategy

Most companies understand that brand strategy isn’t simply about changing a logo or improving a website, although these are desirable outcomes. The process with an experienced brand building agency involves understanding the past, present, and future to guide a company onto the most successful economic path. The ultimate goal is ensuring long-term success.

A comprehensive strategy includes research, trend forecasting, competitive analysis, identifying audience segments, developing a positioning statement, and defining a brand character that can guide future tone of voice, creative development, and consistent brand management.

Case Study: CubicFarms™ Rebrand ROI Exceeds Expectations

Many companies rebrand to either overcome challenges or best position themselves for future growth. While each project may have different goals, one example from our agency stands out due to its success.

CubiceFarms™ developed patented technology for growing leafy greens and other crops indoors year-round in modified shipping containers. Despite its cutting-edge technology, the business was still perceived as just another agricultural company. The marketing team and leadership sought our expertise in strategy, repositioning, and brand identity design.

The original logo and wordmark were outdated and failed to communicate the company’s innovative industry positioning. It lacked alignment with the product’s value and had no visual cues reflecting its tech-driven approach.

After conducting extensive stakeholder interviews, competitor research, and business analysis, we repositioned the company as a true Agritech (agricultural technology) leader, making it more recognizable and memorable while more effectively conveying the product’s true value and real-world importance.

The brand strategy guided the creation of a new identity, consisting of a bold wordmark and a dynamic logomark. The logomark was inspired by the rotating wheel of the technology that drives the growing trays monitored in container-sized units. The negative ‘hidden’ star shape within the logo reflects the LED lighting used to grow food in a controlled environment.

The newly formed tagline, “Technology to Feed a Changing World,” communicated the company’s potential global impact.

This strategic rebrand and repositioning for CubicFarms delivered the following results within four month of launch:

These wins were directly tied to the strategic investment during a challenging time (COVID-19). The leadership team attributes the rebrand as a key factor in securing funding, growing the business, and making an even greater impact than anticipated.

Future Building Blocks

For Canadian businesses feeling the effects or anticipating the impacts of tariffs and an economic downturn, now is the time to position their brand for success. Investing in brand strategy isn’t just about surviving; it’s about thriving in the face of challenges.

A well-planned strategy and strong brand identity help businesses stay resilient and appealing to investors, customers, and partners. By demonstrating innovation, businesses can strengthen their market position and increase value, even amidst uncertainty or recession concerns.

Rising Above Uncertainty

Don’t let tariffs or economic shifts hinder growth. Positioning products and services for long-term success is a smart investment. Whether new or established, a brand audit, strategy development, and focused positioning will pay off in the short turn, and the long-term.

Launching a strong brand with messaging that addresses customer needs will elevate any business and help match pricing increases. With the right strategy, companies can confidently navigate the future, regardless of economic disruptions.

Ready to reshape how customer’s perceive value, necessity, and brand loyalty? Contact us for a brand audit and discover how to stay competitive in an evolving market.

Article by Cory Ripley, Principal, Creative Director and Strategist at Exhibit A: Design Group, a full-service strategic brand-building boutique studio. He is also a program advisor and sessional instructor at various design universities in Vancouver, Canada. He has taught past courses on Design Thinking and Advertising Design. He currently instructs a Retail Packaging Workshop in Capilano University’s IDEA Program. His award-winning strategic brand design work has been featured in the National Post, Communication Arts, Applied Arts, and GDUSA.