Lockdowns and restrictions forced many marketers to rethink brand experiences across hospitality, retail, travel & leisure and entertainment and all brands had to rethink messaging and hiring strategies. On one hand we saw many national and local brands go out of business and on the other many brands flourished and could not keep up with consumer demand. Some well-known and established brands were even compelled to change their name – Uncle Ben’s is now Ben’s Original, Eskimo Pie became Edy’s Pie, The Washington Redskins are now known as The Washington Team and Aunt Jemima will reveal its new name some time in 2021 with her likeness already removed from all packaging and promotional materials.
Many brands took a “wait and see attitude,” last year hoping that the pandemic would end and the election would help define a clear path forward. Unfortunately, neither of this turned out to be true. In fact, many of the events that defined 2020 are spilling over into 2021with no end in sight. Not to mention the fact that 2021 is already fraught with its own defining moments. These defining moments will continue to change the way brands communicate, behave and engage with their customers.
As we are well into the new year and you have made, and most likely have already broken, your new year’s resolutions, have you considered what “brand resolutions” will help to ensure that your brand is ready for 2021? Some questions you should be asking yourself include:
+ How can I better optimize my brand against its key competitors?
+ Are there opportunities to work with some of my competitors to provide customers with a new and even better brand experience?
+ Is my brand inclusive, representing a diverse team member and customer base?
+ Is my brand’s visual and / or verbal expression offensive in any way?
+ Is our image library up-to-date reflecting our company’s / brand’s commitment to diversity and inclusion?
+ Does my brand’s website present itself in the best possible light through its messaging and look and feel?
+ Is my website ADA compliant?
+ How can we improve upon our brand’s experience given current limitations on how customers can connect with many brands?
+ Are there other non-traditional ways in which my brand can connect with customers?
+ Does my brand strategy allow me to pivot quickly should unforeseen circumstances arise?
+ Do current events provide an opportunity for brand expansion / contraction in a way that is relevant and not pandering?
Asking yourself and your brand management team these questions quarterly (at a minimum) will help your brand achieve maximum performance and be prepared for the next “unexpected.” While it is critical for your brand to stay connected to your customers during times like these, it is paramount that your brand convey visual and verbal expressions that are on point and will resonate with your stakeholders – employees, customers, Board of Directors, media and the community – in a relevant way. Now is the time to closely inspect your brand to determine if it is in need of a tune-up.
Cheers to much brand success in 2021!
