Let’s face it, most brands are in survival mode and are doing all they can to just stay in business. However, now is not the right time to hit the brand pause button. On the contrary, now is the time to be thinking about what opportunities may result once we come out of this (and we will). Whether you are the owner, CEO, CMO, brand manager, etc., you should be using this time to thoroughly evaluate the situation and pivot into brand strategies that will work best during this challenging time and when we move into rebound mode. You need to:
- Weigh the costs of maintaining some level of brand awareness spend now versus later when we move into recovery mode. If you wait, will it require even more spend in order to regain momentum?
- Remain true to your brand’s DNA. Consistency in brand promise, experience and identity are crucial. Many brands are riding the Covid-19 PR wave and for some brands, this makes total sense and for others—not so much. While physical experiences with your brand may be prohibited at this time, now is the time to be innovative and creative and develop strategies (think digital) that put your brand in touch with its customers in ways that remain true to your brand’s DNA.
Your messaging must be empathetic. Customers expect transparency. Your brand should not take advantage of Covid-19 in a way that is self-serving. This can backfire and destroy your brand’s reputation. Ultimately, you have earned your customer’s trust and you cannot risk breaking this trust by having your brand take advantage of a situation that has absolutely no association with your brand.
- Think outside of the norm. Yes, it is critical for your brand to remain true to its DNA. However, this does not preclude you from exploring opportunities to extend your brand into areas that you may have never considered. We are so outside of the norm these days that you should take a close look at your brand’s DNA and brainstorm strategies, whether it be service or brand offerings, that could position your brand for success. This could be as simple as messaging that comes from the heart.
- Keep an eye on your competition and don’t lose sight of them. Looking back is much better than running after them.
- Determine if now is the time for a brand tune-up. Are your verbal messages and visual expressions appropriate for the current environment and what appears to be the new normal? Consumers are becoming sensitized to social distancing cues. It might be the right time to reconsider your verbal and visual strategies.
- Evaluate your website. Is your website up-to-date? Does it reflect messaging and imagery that is relevant and appropriate? For many brands, websites are the primary marketing and selling tool as a result of lock-down restrictions. Images and messages that go against Executive Orders that span across many states may result in negative brand impressions.
- Assess your image library (if you even have one). Many companies and brands are finding themselves with image libraries that have become quickly outdated due to coronavirus, rules, regulations and socially accepted norms.
Let’s be realistic. Yes, we will come out of this current “lock down” and over time we may even be better and stronger than ever. No, we will not go back to the way it was. Understand what shifts your brand needs to make, develop short and long-term strategies, be prepared to zig when you were planning to zag and execute strategies that are aligned with your brand’s DNA. So…instead of hitting the “brand pause” button, you should consider hitting “brand forward” – at a steady pace.
