Rethinking branding after two years of life-altering worldwide change

So, it’s no secret that the pandemic created a seismic shift in the way we live.

Now, before you say, well, duh, Captain Obvious, stop and think about it.

Not just the ways our lives changed. How our Zoom use increased. Our knowledge of grocery ordering apps skyrocketed. The deep appreciation we feel for the teachers and daycares that normally wrangle the smallest members of our households took on a desperate edge.

But also the way that those changes impacted our interaction with brands.

75% of American consumers said they changed their shopping behavior, according to McKinsey. 36% tried a new product brand. And a whopping 73% of those who did, said they plan on continuing to incorporate new brands over time.

In other words, guaranteed brand loyalty ain’t what it used to be.?

Which is why it’s time to take a long, hard look at your brand.

Because the time for coasting is over. Consumers have collectively decided that we give a shit—and we are willing to change brands on a dime to better match our wish lists, values, and needs.

This means good design. It means great copy. And it means putting your brand’s money where its mouth is—in matters of social justice, equality, sustainability, and so on.

Let’s pause there because it’s important not to skip over that last part.

Standing for something as a brand is no longer optional. It’s not a nice-to-have. It’s not a we-will-do-it-later item on your list. It is quite literally part of your branding. And should be given the time, attention, creativity, and care you give to other parts of your branding.

Because, reminder: customer cynicism is at an all-time high, according to a recent study. 73% of customers say brands need to act now for the good of society and the planet. And 71% don’t trust brands to keep their promises.

So, when we say “brand refresh” these days, we don’t ever just mean design and copy. We don’t mean making it flashier or sexier (though that’s always fun too). We mean incorporating what you stand for and how you stand for it into the very core of your branding.

If you haven’t done that yet, it’s time.

Time to remix the fresh and familiar in your design, your content, and your core. Time to think of your brand as the personal, meaningful relationship between your business and your customers. Time to spend as much time thinking about customer trust as we do thinking about brand voice, the psychology of color choices, and whether we should make the logo bigger.

And if you need some help? That’s what we’re here for. To refresh your brand, ask challenging questions, and help you navigate a consumer landscape that’s changing faster than ever before.

Reach out today. We’d love to chat. ?