How to position your brand message during COVID-19
What comes to my mind when I say the word “brand”? A corporate giant like Amazon or company logo colors?
In fact, brands are much more than just a visual representation, slogan, jingle, or website; and it’s not just something that only “big guys” should pay attention to.
Your brand represents shared experience work with you.
From the colors of your website to your core values and the customer service you provide, every touchpoint someone has with you shapes and helps define your brand message – whether they have a positive impression or not.
Business success often depends on how you position your brand.
This is not an easy task that takes time and attention. You should:
Conduct a branding analysis
Conduct competitor analysis and competitor research.
Identify what makes you unique and why this is an important step
Create a positioning statement for your brand to use on your website, social media, and even networking events.
And this is just the beginning!
A professional marketing company can ensure that you advertise your brand in the most effective way during COVID-19.
How can COVID-19 change your corporate identity?
The COVID-19 pandemic has forced us to take another look at how we are positioning our brand.
First, ask yourself, “What do I want to be famous for at this time?” People will remember how you made them Feel right now, be it positive or negative. And notice:
1. People spend more time on the Internet.
It is estimated that half of the world’s population is under recommended or mandatory isolation. Media consumption increased by 60% during the COVID-19 crisis, according to Nielsen.
So, whether you create paid ads, social media posts, blogs, or website copies, your target audience is more likely than ever to see your branding.
Are you building your brand awareness and resonating with your customers?
Are you sending the right message or is your brand voice deaf? You may need to change your brand message to align with this “new normal”.
2. People have different attitudes towards brands.
With many stores still closed, consumers are turning to websites to get the items they want.
Since supply chains have been affected, even the most important things shoppers receive in a store may be out of stock, which also encourages people to turn to the virtual world to stock up.
This means your customers expect a seamless online shopping experience.
Do the navigation, images, and text on your website inspire confidence that their information is safe? How quickly can you respond to customer support issues?
While some of these changes may be temporary, and people will return to shopping at some point in stores, I predict we will see a permanent shift in this type of consumer behavior.
People have had to become tech-savvy, and many are now fully aware of the convenience of online shopping. I don’t think we’ll see this whole technology rollback being reversed once life is back to normal (whatever it is).
How you promote brand marketing during the coronavirus matters today and in the future, and it could well change your messages in the future.
READ: Your Guide to Paid Marketing During COVID-19 on Our Website:
If you’re wondering how COVID-19 affects your paid ad campaign strategies, you’re not alone! And the answer is: both negative and positive.
On the one hand, people are more at home and do almost everything on the Internet. But many people are cutting back on their spending because they have lost their jobs or are trying to save money to help their families survive the pandemic.
So, I am sharing some tips for managing PPC during coronavirus. PPC is Pay Per Click Advertising, also known as Inorganic Traffic. (Organic traffic comes from unpaid SEO methods).
How to position your brand message during COVID-19
Your clients expect reassurances and recommendations from you at this time.
All your promotional messages should come from empathy, concern, and kindness. Here are 4 ways to position your brand during COVID-19.
1. Make your brand more human.
It is more important than ever to be human and sincere in communication.
A great way to show the human side of your small business is to create memorable moments that can be shared through stories.
You can create a video for social media that tells the customer’s story of an employee who went out of their way. Or, you can focus on employee stories so people know who is supporting you in this crisis.
It’s okay to be a little lighthearted during this time if you understand that this is a difficult and tragic time for many people. Stay on top of what you are sharing!
2. Increase your social media presence.
From the community initiatives you support, to changing store opening hours and new services you offer, stay active on social media.
Even if you have no news to share news, update your social media accounts by sharing relevant news, articles and videos from other sources.
Even a few of your inspiring words can remind people that you are there and that you care.
3. Create customer satisfaction.
Customer satisfaction is about exceeding customer expectations, not just meeting them. There are many ways to please customers, including:
Flexibility. Don’t always say no just because you’ve always done it. Listen to your customers and be as flexible as possible to meet their needs.
Adding a personal touch. For example, send a postcard or promotional code on their birthday.
Give them something. Whether it’s a competition or a freebie included in their package, small surprises can go a long way.
4. Act as a leader.
No one will be impressed by a general message on your website that says something like “We take your health very seriously”, without any examples of how or without the “person” behind the message.
Define your brand’s messengers and then tell people the what, why, when, and how of your coronavirus plan. They will appreciate your honesty and transparency.
Your branding may be your only chance to make a first impression on a prospect – and that’s when we’re not in the midst of a pandemic!
Right now, people’s emotions are running high and brand misses are not so easy to forgive or forget, as we recently witnessed the backlash from Canadian artist Brian Adam on Instagram.
If you lead with empathy and truly understand your target audience and what they are going through, your brand marketing during the coronavirus will be authentic and truly resonate with your customers.