When left alone, does your brand speak for itself?

As I write this, we’re entering a bizarre time for business. The EU have just restricted all non-essential travel for 30 days to the Euro zone amidst all things coronavirus.

Whilst everything is being done to mitigate the human cost of the virus, the economic cost is, perhaps, even greater. One of the only certainties is that there will be a need for business leaders to be reactive and adaptable in the coming weeks.

Another certainty is that, whether in forced or voluntary self-isolation, as meetings and travel are delayed or cancelled, lots of people will have more time. This time could present an opportunity to reflect on what your brand says about you, when no-ones there to shout about it (or are shouting about it less).

I’m often told that, for B2B businesses, their USP, or biggest identifying factor, is their people. But what happens, in a time like this, when your people aren’t getting the message out? Can your business still add value when your core business is put on hold?

And what about our brand or site actually shows off how good our people are?

This is a great opportunity to take the time to reflect on what your brand is saying when no one's saying anything.

It’s the perfect time to ask, and answer, questions that usually get bumped to the bottom of the queue.

• Why do we market in the way we do?
• What does our brand say about us?
• Have our clients (past, present, future) got any reason to look at our online presence other than for our product/ service offering?
• Is there anything that actually distinguishes you from your competition or other brands in your sector?

I suspect that, for many businesses, the time spent trying to answer those questions could be very valuable and that the answers might be tough to swallow.

Lockdown could also present a great opportunity to have a go at those things you usually wouldn’t. If you were thinking about writing that blog, now’s the time. If you wanted to mess about with video and you’ve just had a week of meetings cancelled, get messing.

If you can add interesting and useful content to your website or social feeds when you aren’t there, it might mean that your brand will stand out come the other side of this crisis. Or it might mean that your brand is still putting a message out there when your people’s priorities aren't work.

Write something great, using your unique insight and send that to your customers. Let them know you’ll be there when things clear up but, in the meantime, start conversations and give food for thought.

If you do find yourself with more time in the coming weeks, have a go. Try and create something that allows your brand to keep speaking when it’s left alone. I’ve stuck together tips for creating different types of content below.

And if you'd like any free advice on how to DIY some great content, give me a shout on LinkedIn! 

3 Tips for Writing, Filming & Talking About Stuff

Writing Stuff

• Find out what your audience is interested in and write about it. Try to go as evidence-based as possible.
• Speak from a point of authority. If you’re a recruiter that probably isn’t interview tips, but is instead your unique view of the market.
• Don’t sell. It’s a given that you’re flogging something because everyone is. Focus on adding value.

Filming Stuff

• If you’re doing video, get a tripod and a mic, even for your phone. Plan in advance and don’t ramble.
• If you get one good take, get another. Then another. Then another two. That way, you’ve got many to choose from and aren’t devastated when you realise you had mad hair when it comes to the edit.
• Don’t delete anything, you never know what you’ll want to come back to in future.

Podcasting & Talking about Stuff

• If you’re planning on a podcast, plan and don’t over commit. Chances are that ‘one season’ is much more achievable than anything ‘weekly’.
• Come up with a formula that makes all your pods part of the same family. Start/end with the same questions, for example.
• You don’t have to be in person to podcast. Platforms like Zoom, whilst internet connection dependent, can record great quality audio that you can chop up with free tools like GarageBand.