The world as we know it has changed in just a few short months. The coronavirus crisis has shifted consumer trends. As countries emerge from lockdown measures, promoting confidence in brands as societies move on in the post-survivalist era has never been more important. Marketers must recognise and respond to this with positive branding and reassuring messages. This can be stimulated by apparently simple visuals such as smart uniforms and corporate ties. Here’s how and why.
Brand marketing through the coronavirus crisis
Times of crisis cause change. Sometimes these are seismic and long-lasting and at times they can be short-lived and fleeting. There is no doubt that the coronavirus pandemic is the biggest challenge we have all faced since WWII.
For marketers, it can be difficult to gauge the extent of the shifts we are seeing. It can also be difficult to know where to begin.
But we can start by judging what we know now.
Societies and individuals have shifted into protection mode. We have quickly become concerned with ourselves, our families, our employees and our societies. Perhaps like never before in recent generations.
We have turned to leaders, politicians, scientists, health experts and providers to furnish us with credible information, reassurance and quite simply to care for us and those who matter when we need it most.
That trend will play out in our economic and purchasing decisions. So, what actions can brands take to serve and grow their customer base in such a fast-moving and uncertain world? How can organisations mitigate risk and demonstrate care for their people and their customers?
Empathy, transparency and trust
People feel vulnerable right now. We all do. The speed with which some brands moved to reflect the sudden change in consciousness was notable. As the scale of the COVID-19 situation became increasingly clear, the marketing and advertising messages entering our socially distanced homes changed too.
“We are all in this together” has become a central theme. Now we’re actually actively seeking trust, empathy and transparency in the products and services we buy and interact with.
A corporate uniform, a corporate tie, a corporate badge; they all say, ‘this is who I am, this is where I am from and this is the message I am sending to you. I am smart, my organisation cares about its image and we have nothing to hide, save the message we are delivering to you.’
Associate the brand with good
Long into the future, people will remember brands for acts of good during this crisis. They need not be extravagant displays either. But just as easily, some companies will find their images tarnished by their actions which have been seen by many as going against the greater good.
Who laid off their workers at the worst possible moment? Who made headlines for seemingly dubious decisions when the world was preoccupied with looking after each other?
If your organisation has done something good, then, of course, promote it. But reinforce that message by collectively displaying your brand through your employees – the people who are engaging with customers, individuals and wider society.
At times like this, your brand logo, company uniform, and corporate ties become badges of honour.
Plan for what comes next
Beyond the coronavirus crisis, you’ll need to demonstrate confidence and humility. Keep the message consistent and do it throughout your business.
Consumers are seeking brands they can believe in. The savvy marketer recognises this and concentrates their thinking on demonstrating to the world that they can trust them – they make sure customers will recognise their branding, uniform and identity. After all, it’s the ties that bind. Make sure your corporate ties do just that.
