Strategies for Brand Building During a Crisis

COVID-19 will be over in the near future, but, its impact on businesses will continue long after!

Marketers all over the world are reworking their strategies to cope with the new normal to give businesses the right boost. New marketing strategies have to be in line with changed consumer behavior that includes less restricted buying and greater use of the web and its related technology.

Keeping all this at the center, businesses have to continue to build strong brand identities to pass through this crisis period and survive during the times beyond.

Here are 10 brand-enhancing strategies that’ll help your business achieve a sustainable credibility among consumer groups. 

1.Don’t Sell. Be seen and heard

Relate your brand with topics that are helpful in the current scenario and also goes beyond. Post messages on social media and other channels that will help identify your brand as someone who is helping others combat the situation. Be an empathetic brand name!

2. Listen to the market

Messages you post on different channels should be in line with what the market is saying. Authorities across the globe are talking about ways to combat the COVID situation. Your marketing message must resonate with this and echo thoughts on social distancing, travel restrictions and economic downturns. 

Your message must give the audience reason to believe that the brand is part of the effort to move together in the battle.

3. Walk the talk

Understanding your customers’ immediate needs and making shifts in business models accordingly will authenticate your brand. Think of Ford’s ad “Built to lend a hand” and “Built for right now.” The century-old company is going a step forward to honor their commitment to consumers by manufacturing ventilators, air purifying respirators and face shields. 

The company is doing its part in its effort to enhance the battle against the pandemic. The brand is building its credibility using its capabilities!

4. Adopt and adapt consumers’ shift in emotion

Businesses across the globe are reaching out to consumer groups to adopt and adapt changes that come with their emotional shifts. Take time to understand how consumers are reacting to the situation and offer them solutions related to the products and services that the brand is associated with. 

A well-known hotel in Hyderabad is offering its customers a range of packaged pickle delicacies that are known to be part of regular meals. These have become scarce in the pandemic situation and the offer comes in addition to their standard quarantine facility packages. All of this shows that the brand understands consumers’ emotions and caters to their needs accordingly. 

5. Keep in touch with your customers

Spending is down. Your normal paying customers may not be in a position to do so right now. But this does not mean that you cut off connection from them. Let your brand reach out to these customers along with those that can still afford your products or services and express your solidarity with them. 

Your marketing ideas need have a more personal approach than ever and offer value going beyond mere selling. Incorporate ideas that are educational and help uplift the mood in general. All of this will pay off very soon with your costumers returning to you in the future.

6. Help the community

You may be a small local business or a mid-level operation, but you can try to do what you can within your means. Think of ways to help people around you by offering partial free services or running a campaign that donates a part of your profits for the benefits of those affected badly. EE, the UK mobile network gave out free services to disabled and vulnerable customers so that they could stay in touch with their loved ones during the lockdown period.

This is sure to have a huge impact on the brand’s credibility and earn them more customers in the coming months. When people are sure that your brand means good, they will definitely turn to it.

7. Place your customers before all

Everyone is affected by the global pandemic. Don’t give out messages to make a show of your dwindling profit margins as a problem in public. Certainly, you don’t want to project your brand as someone who’s desperate for customers. Millions have lost their jobs and barely have any hope. Be a brand that is trying to reach out to at least a part of such affected people in any way you can. 

Not acting responsibly during this situation will bring your brand to face backlash which is the last thing that you want. Let all your brand marketing ideas instill hope in whoever reads, hears or sees them.

8. Be a beacon of truth and honesty

These are trying times for all and nothing is more welcome than a message of truth and honesty. Stay away from all types of messages that may project your brand as a fear-mongering one. Practice ethical branding and marketing strategies that give out clear messages in keeping with the mood of the time. 

Make sure your brand is not projecting itself as someone who’s here to take advantage of the situation and reap profits. 

9. Maintain a stoic image

Branding messages that you send out should be clear in themselves and reflect the seriousness of your brand. Even if you are trying to send out a message of hope to uplift spirits, make sure to clarify your stand and thoughts. One of the most important things to do while brand-marketing during the COVID situation is not to let consumers misinterpret your messages. Be in control of the situation and your branding message. 

10. Brand your name with hope

People will remember these times for years to come. They will also remember the brands that stood by them to give them hope during dark times. With everyone being affected in one way or the other, it is time that you let your consumers know that the brand stands by them to help emerge victorious from the situation. 

Levis is doing its part by streaming live performance by its brand ambassadors like Kali Uchis, Snoop Dogg and Danileigh at 5.01 pm everyday to entertain people imprisoned in homes due to the pandemic.

Make it a part of your branding strategy to let people know that you are doing your part and willing to take it further

What matters to businesses and consumers is to overcome these tough times holding hands together. Let your branding messages show just that!