Building Your Brand During Times of Uncertainty

A version of this article appeared in the Dec. 30, 2020 edition of The Baltimore Business Journal

It’s planning season in the marketing world, and this year, more than any in recent memory, has been filled with uncertainty and angst. The election, the pandemic, and the fight against racial injustice have dominated the headlines so thoroughly that it seems hard to imagine planning without keeping them top of mind.

 In such fraught times, how should marketers go about planning for a successful 2021? How do you make solid, forward-thinking choices when so much of the world feels chaotic? To explore answers to these questions, I hosted a webinar with marketing experts and are five key themes that emerged:

 1.)   Understand your core values, then put them in action with speed and flexibility

In 2020, we saw a continued trend toward brands taking activist positions – like Levi Strauss’ vocal fight for gun control, Ben & Jerry’s support of Black Lives Matter, and Patagonia’s environmental advocacy.  Activists brands have created an opening, if not an expectation, that businesses take a stand on social issues.

 Marketing consultant Jennifer Leitman, formerly EVP marketing with Francis Ford Coppola Wineries and HGTV, advised that starting with core values is the right place to begin the 2021 planning process.

 “You have to know, ‘What is your vision and what do you stand for?’” she said. “Get together and figure out what you can and can’t do and know your filter so you can act quickly in 2021.”

 Citing Patagonia as a brand with a clear identity, Leitman referenced a campaign where the outdoor clothing brand went viral on social media for printing tags on a line of shorts that read “vote the a**holes out.” It was Patagonia’s brash, unapologetic way to voice its displeasure with political leaders who deny climate science.

 2.)   Take care of your employees and community first

Marketing leaders should always ask, “who are we trying to reach?” when planning new campaigns. The first step should be to look inward and start with employees, said Vincent Sharps, Chief Business Officer of Baltimore digital agency, Mindgrub.

 “Market to your employees as much as your buyers,” Sharps said. “Speak to the moment, stay on brand, and exhibit empathy and understanding that everyone is going through unprecedented times.”

 Doing so might take the form of supporting a non-profit that aligns with the mission and values of the company. Here at Abel Communications, we proudly rolled out a “Boost BMore” initiative during the pandemic, offering free marketing support for locally-owned businesses. At Mindgrub, Sharps said the company has supported “Black Girls Code,” an organization that introduces programming and technology to minority women, and is pledging donations to organizations such as Code in the Schools, Cllctivly, and others this holiday season as part of their "Games for Good" initiative. 

 “We live in a time where your employees want to know that they work at a place that aligns with their values,” he said. “If you don’t do it, you are going to lose employees.”

 3.)   Content, Content, Content

As the pandemic has forced the delay or cancellation of live events, savvy marketers have found ways to create engagement through original content. This trend will continue in 2021 for brands of all types and sizes. One of my webinar guests was Chris Heck, President of the Philadelphia 76ers, who said the team has increased its Instagram following from 1 million to 2.5 million over the last year by “doubling down” on content.

 While an NBA team will obviously have more passionate followers than most other brands, the lesson still applies – when you can’t gather in person, find ways to engage with content.

 For small and midsize businesses, my advice is to pick a platform where you know your audience spends time – such as LinkedIn for a professional services firm; or Instagram for restaurants and bars – and fully commit to a schedule of ongoing useful and entertaining content.

 4.)   Get Ready for the Explosion of AR & VR

Sharps of Mindgrub believes that Augmented Reality and Virtual Reality (AR and VR) technology will “explode” in the year ahead. These technologies will allow consumers, for example, to see what a pair of new shoes might look like on their feet from the convenience of their couch. He also imagines a world where the virtual office goes a step further, where AR and VR technology makes it feel like employees are actually sitting next to one another.

 While these technologies might feel too “out there” for you to envision at your company, don’t forget that most of us have gone from knowing nothing about Zoom to becoming live virtual meeting experts within the span of six months. Change is happening quickly!

 5.)   Cut Your Best Deal & Play the Long Game

Heck of the Sixers said that now is a great time to look for a great deal and ask for bells and whistles from advertising and marketing partners.

 “Anything is on the table,” he said, adding that he’s seen the best brands “keep their foot on the gas” while others have backed down.

 Consider teaming up with a media partner in your industry to sponsor an education series; or go big with that advertising program you’ve contemplated over the years. There will be winners and losers as a result of the pandemic.

 Added Heck, “The people getting out and being aggressive and not hiding are the ones that are going to win in the long run. The ones hiding and waiting for a better day are going to be surpassed.”

 Greg Abel is CEO of Abel Communications, a Baltimore public relations firm. He can be reached at [email protected]