How to position your brand message during COVID-19
When I say the word “brand”, what comes to mind? A corporate giant like Amazon or the colors of a company logo?
In reality, brands are much more than just a visual representation, tagline, jingle, or website; And it’s not just something only the “big guys” should pay attention to.
Your brand represents the total experience to work with you.
From the colors of your website to your core values and the customer service you provide, every point of contact someone has with you shapes and helps define your brand messages, whether your impression is favorable or not.
Business success often comes down to how you position your brand.
It is not easy to do and requires time and consideration. You have to:
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Do a brand analysis
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Conduct a competitor analysis and conduct a competitor research.
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Identify what makes you unique and why this is a critical step
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Create your brand statement to use on your website, social media, and even at networking events
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And that is just the beginning!
A professional marketing company can guarantee you the most effective positioning of your brand messages during COVID-19.
How could COVID-19 change your brand message?
The COVID-19 pandemic has forced us to take another look at how we have positioned our brand.
First, ask yourself, “Why do I want to be known during this time?” People will remember how you made them feel right now, either positive or negative. And note:
1. People spend more time online.
It is estimated that half of the world’s population is under a recommended or required lockdown. According to Neilsen, media consumption has increased by as much as 60% during the COVID-19 crisis.
So whether you’re creating paid ads, social media posts, blogging, or website copy, your target audience is more likely than ever to see your brand.
Are you creating awareness of your brand and resonating with your customers?
Are you sending the right message or is your voice deaf to your brand’s tone? You may have to change your brand messages to fit this “new normal.”
2. People interact with brands differently.
With many stores still closed, consumers are turning to websites to get the products they need and want.
As supply chains have been affected, even essential things that consumers get in-store can be out of stock, which also helps people turn to the virtual world for supplies.
That means your customers expect a perfect online shopping experience.
Do the navigation, images, and text on your website inspire confidence that your information will be safe? How quickly can you respond to customer service issues?
While some of these changes may be temporary and people will go back to shopping in stores at some point, I predict that we will see a permanent change in this type of consumer behavior.
People have had to become tech-savvy, and many are now realizing the convenient online shopping offers. I don’t think we’re going to see all that tech adoption unravel once life gets back to normal (whatever that is normal).
How you are promoting your brand during the coronavirus matters today and in the future, and it could very well change your message in the future.
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READ: Your Guide to Paid Marketing During COVID-19, on our website:
If you’re wondering how COVID-19 is affecting paid advertising campaign strategies, you’re not alone! And the answer is: both negatively and positively.
For one thing, people are more at home and do practically everything online. But many people are reducing what they spend because they have lost their job or are trying to save some money to help their family emerge from the pandemic.
So I share some tips on how to manage CFP during the coronavirus. PPC stands for pay-per-click advertising, also known as non-organic traffic. (Organic traffic comes from unpaid SEO techniques.)
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How to position your brand message during COVID-19
Your clients are waiting for you to reassure and guide them during this time.
All your brand messages should come from a place of empathy, caring, and kindness. Here are 4 ways to position your brand messages during COVID-19.
1. Humanize your brand.
It is more important than ever to be human and authentic in your communications.
A great way to show the human side of your small business is by creating memorable moments that can be shared through stories.
You can create a social media video featuring a customer’s story about an employee who went the extra mile. Or, you can focus on employee stories, so people know who is supporting you through this crisis.
It’s also okay to be a little lighthearted during this time, as long as you are sensitive to the fact that this is a difficult and tragic time for many people. Be aware of what you share!
2. Increase your presence on social media.
Stay active on social media, from the community initiatives you are supporting to changing store hours and new services offered.
Even if you don’t have news to share, keep your social media accounts up to date by sharing relevant news, articles, and videos from other sources.
Even a few inspiring words can remind people that you are out there and that you care.
3. Create customer delight.
Customer satisfaction is about exceeding customer expectations, not just meeting them. There are many ways to delight customers, including:
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Be flexible. Don’t always say “no” just because you’ve always done it that way. Listen to your customers and be as flexible as possible to meet their needs.
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Adding a personal touch. Send an ecard or promo code on your birthday, for example.
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Giving them something. Whether it’s a contest or a gift included in your package, little surprises can go a long way.
4. Speak as a leader.
No one will be impressed by a generic message on your website that says something like “We take your health very seriously”, with no examples of how, or no “face” behind the message.
Define your brand message, then tell people the what, why, when and how of your coronavirus plan. They will appreciate your honesty and transparency.
Your brand may be your only chance to make a first impression on a potential customer, and that’s when we’re not in the middle of a pandemic!
Right now, people’s emotions are heightened and a brand’s mistakes may not be forgiven or forgotten as easily as we have recently witnessed with the Instagram backlash from Canadian artist Bryan Adam.
By leading with empathy and truly understanding your target audience and what they’re going through, your brand marketing during the coronavirus will be authentic and truly resonate with your customers.