Brands in the Post COVID-19 era!

What is a brand?

It’s a symbol, a products reputation in the market. Simple. Now you must think we’re done here (haha you wished). This is just one side of the coin. Here’s the other, a brand is what creates a lasting link between product and user. Its an emotional attachment, and in many cases, even becomes an identifier.

Now, today’s consumer/customer is far more aware then their consumption focused predecessors. Today, countless industries which were the icons of success, elitism and social separation are now starting to lose ground. I speak of course of industries like diamonds, luxury wear, watches, traditional banking channels etc. And why is this? Well, to put it simply, because the end user today now has the ability to find out where the product comes from (source), how it benefits them (user friendly, customer-focused etc.) and if it is essential to their daily usage or not. Previously, the customers eyes would fall on the De Beers, Pampers, Surfs, Amex and Cokes of the world. And wow were we ever dazzled by the flashy, classy and feel good ads they would take out based on aspirations, positivity and general consumer beliefs.

Today’s customer/consumer wants to know who, where and what they are buying from. Over the past decade, companies across the world have placed a heavier emphasis on building and promoting the “corporate brand”. What is the corporate brand? Sounds like a phrase tossed around a bank maybe? Well the corporate brand is the face behind the products we love and use almost everyday. Be it Proctor & Gamble for products that make home living a little easier, Unilever for personal care or Berkshire Hathaway for stocks, railways or gas, today’s customer is more likely to give their share of wallet to a customer brand they recognize. And this is a practice that is likely to compound greatly both during and after the COVID-19 crisis.

Customers will want to know that the products they’ve brought have been made in a factory that complies with the latest standards of health and safety. If a customer knows that the company is maintaining the safety and health of employees, then the same can be said for the end product. After all, we will be more comfortable purchasing items from a company with healthy and clean workers then from one which still might be stuck in the pre-COVID-19 way of doing things. (just an advise, don’t be that company, it won’t matter how big your brand was up till December 2019, if you don’t adapt, the business will die).

Thus, the importance of building a powerful corporate brand is more important then ever before. It doesn’t matter if you’re a steel mill selling beams to contractors or a textile manufacturer focused entirely on acting as an outsourced maker for global brands, everyone now needs to build a strong corporate image in order to sustain and grow post COVID-19. The same applies to even the most boring of industries. Power utilities, banking software companies etc. The benefits of building a strong corporate brand are endless. Just for starters:

-         It creates a generally positive perception about a company if done right

-         Employee advocacy and loyalty grows several folds as then one becomes proud of being part of a company that everyone knows

-         Business development becomes a little easier as people will now search for you

These are of course, the basic and most obvious benefits. There is much more beyond that. In order to ensure a strong corporate brand, here’s what company’s need to do:

-         Open up their pockets (whether you spend a little or a lot, it isn’t free)

-         Build strong internal resources (I generally don’t advocate for agencies. Build the internal capacities. If you don’t want to hire, then send current staff for training and reassign them. Though you should consider hiring a quality graphic designer and maybe keeping a videographer/editor on contract for project work.

-         Identify the optimum channels through which to build a brand. Generally, I would advise digital only to start. But as Pakistan has limited digital penetration, print and on-ground branding would be necessary for support. But it can be done within a budget if planned properly, as opposed to the general trend of “oooh this will make me look good and let me do stuff like travel and meet celebrities which I can’t do unless I waste company money”.

On principle, I do not advocate for celebrity endorsements UNTIL and UNLESS the company has cash to spare and wants to make as big a splash as quickly as possible. But of course, I would hope that celebrities are chosen using the right head (hint hint at some brand managers and CMO’s out there).

Ok I think I’ve given enough tips. This isn’t free you know (feigns laughter).

As the world faces this unprecedented crisis, I hope the businesses we love and use today will be able to adapt and grow. I personally would be very sad if I suddenly find myself uncomfortable with buying my favorite snack or to walk into my bank from the fear that they haven’t taken proper measures at the back end and front-end levels.

May God Bless us All! And my prayers go out to all those whose careers have been impacted by the on-going crisis.