Branding during pandemic

Pandemic... Pandemic... Pandemic... END?

COVID-19 outbreak gave some serious jerks to the health of people, economy, and businesses. While all of us are learning the new way of living and interacting, companies are trying to survive the low demand, only bare necessary consumption and a descending economy. Unanticipated changes in business dynamics have questioned the sustainability of brands and remunerative business days seem afar amidst the sticky crisis. Does feel like a doom, right? Not necessarily.

The Brand Communication landscape, now

Humans are locked inside for safety but being connected is just as important. Hence, the new hot platform for communication is the Digital platform. Almost everyone is here now. Backed by easy internet access, almost 4.57 billion people i.e. 59% of the global population were active internet users as of April 2020. According to a poll conducted by Hammerkopf Consumer Survey, the first week of the lockdown saw people spending more than four hours a day on social media which is 87% increase compared to a pre-COVID19 week.

The surge in online activity gives brands the opportunity of earning more visitors. But alternatively, it also means more brands are coming online and there is an increased competition for online presence. This leaves consumers with huge mass of content to browse through and shorter attention span for each post; and brands are left with the challenge to be increasingly creative to stand out. The stereotypical sales-driven content is no longer going to secure short term brand visibility and long term brand loyalty. This rapid change in the communication landscape has forced brands to re-think and re-strategize their way ahead, to be back in the grind. But what's the start? The basics - analysing the audience!

Consumer's Perspective

The consumer-brand relationship has grown complex and volatile than ever. A survey says that 64% of consumers are now belief-driven buyers who expect brands to deliver on societal issues as well as products, to deliver both in terms of service and product. A brand is more than its products and services; it is also the impact it brings in the society. Unfortunately, 56% consumers feel that the commitment shown to the society is just a marketing tactic to increase product sales. As brands take up a larger role in the society, they need to be wary about the thin line between being a trust-worthy brand or only profits-driven company. For brands that cherish consumer-brand relations and strive to earn consumer's loyalty, it is way more than just re-done marketing calendar. It is a reformed business and operations strategy.

COVID-19 has changed our everyday, of consumers and businesses. Consumers are more locked in, avoiding physical contact with any surfaces. Everyone now has a new way of performing their everyday tasks like buying groceries. The concern for safer and hygienic environments, surfaces, procedures is the global concern for every country, every household and business. Amid all the operational upheaval, this is what consumers are looking for while they scroll the screens:

1. The CHANGE updates
   New policies and rules introduced for the fight against virus spread
2. The New Procedures
   HOW TO is the most need-to-know
3. The Safety Systems
   How their safety from virus is ensured
4. The New Everyday
   Being familiar with and sharing the new normal
5. The Support Activities
   Humanity exists and people care
6. A Reassuring tone
   Happy days are coming

Brand's Perspective
Only speed doesn't win the race. Updated gears are essentials too. Brands need more than 20 posts a week. They need to re-think, re-strategize, improvise all their operations, safeguard all their assets (tangible and non) and then communicate about the same to the consumers. But, How?

1. Leveraging technologies and digital platforms
   Become Smart and Omnipresent
   
   Brands are spreading their online presence from just Facebook and Instagram, to LinkedIn and Pinterest, and some to AI platforms too; using the advance features and creating out-of-the-world experiences for their consumers, even while they are at home. Live events and online streaming are the new favourite ways to engage the consumers. Short video formats for introducing new products, services, or to deliver messages is the new fad.


2. Sound empathetic, not sales driven
   Touch their human side
   
   Scrape out the hard-selling strategies. Consumers need only essential goods and empathy. They need a reassuring tone that everyone is undergoing changes and deviation from the normal old ways to newer and safer ways of going about our daily lives. The more you let the audience connect their lives and everyday moments with your content, more the audience feels connected with your brand.


3. Spread information about the changed business operations
   Aware consumers are often more loyal
   
   Informing consumers about the safety measures adopted at all stages of business operations in order to safeguard the health of all the stakeholders, gets you the tag of responsible and trusted brand. Constantly update and improve consumer experience by answering their doubts of HOW TO in these times of rapid changes.


4. Avoid humour, seriously
   You do not want more haters
   
   Online platforms are dangerous places which can make or break a brand, given the power of voice to the audience, irrespective of them being your consumer or follower. Humorous content might be one of the best tactics to capture attention, both positive and negative. With it comes a big red flag waving While some might applaud the creativity and the intentions of spreading smiles, beware of the activists' kind. Also, humanely thinking, serious situations like a deadly virus outbreak might not be the correct time for humour punches, rather for spreading hopes of better times.


5. Educate about the well-being measures
   Build and retain trust / Encourage familiarity and retain customer loyalty
   
   Teach them the right ways of taking care of themselves and others in such difficult times as you subtly connect and reiterate your brand values. The brand earns more trust and is seen as responsible and sensitive to people and not profits. Long term relations over short term sales wins better position every time.

Communicating Correctly in Crisis

Challenging times are tests. Tread strategically with complete analysis and you are rewarded with long-term awards. Play the number game and you lose even in the short-term. For brands, the COVID-19 crisis has brought a different set of challenges. With the correct brand communication strategy, it should not be difficult for marketers to come up with the right communication content, which is:

Creative, Relevant, Original, Consistent, Responsible and Sensible!

Do you have the right brand communication?