A quick introspection during the lockdown scenario is needed for the disaster recovery system in the organisation. In these COVID-19 impacted economies, the essence of companies differs and their branding strategies often vary. Branding is not about marketing, it is the way to connect with consumers. Brands must not disconnect from consumer interaction. In order to have a greater effect on their clients, many brands use influencers.
In interacting with consumers, the micro, macro, nano, mega influencers have their respective positions. They are an economical way to preserve the company’s brand value. This is the time that businesses should connect with consumers not directly through their product, but their consumers must interact.
Once the COVID-19 disaster is resolved, the demand for non-essential products shows an increase. But this doesn’t mean the branding is going to end. For such items, the object of branding is to engage and not attract.
The Social Media Engagement During The COVID-19
There have been millions of tweets and retweets about the virus across the globe since the discovery and subsequent spread of COVID-19. Every 45 milliseconds, we see a COVID-19 linked tweet and #Coronavirus is already the second most used hashtag in 2020. These volumes demonstrate the immense desire to see and share news and data relevant to this virus as it unfolds.
There is no question that what we face is unparalleled. This is global, it is open-ended, and every brand, every company, and every person could be affected by this. People look to leaders and organisations for direction, reassurance and knowledge in times of crisis. They are increasingly looking at firms, too.
Let’s be transparent. This is not a “marketing opportunity” to capitalise on, and brands are not recommended to connect themselves opportunistically to a health scare. We want to agree, however, that this is a new reality and requires careful navigation from all of us.
We also recognise that social media is a medium that plays a major role in crisis communications, and can be a powerful tool at times like these for you to connect with your clients, staff, and the wider ecosystem.
So, while this is not a traditional crisis, in challenging situations, we would like to share the few tips to integrate for your brand content campaign.
Ultimately, most companies seek to gain their clients’ trust. It’s rough! Your brand lives in the cynical headspace of poor, battle-hardened consumers who are bombarded every minute of the day with brand noise. Why are they expected to give you their precious time? The reply is that you see it differently.
You’ll be on your way to success if your point of distinction is at the heart of your brand and it’s conveyed in an authentic manner. There are clear principles and dreams of brands like Pret A Manger, Tesla and Dyson. People share their ideas and purchase their items, wearing the affiliation as an honour badge.
Imagine that your brand is an individual that you made. Now consider all the components you need to create their personality. You probably have a logo, website, social icons, etc., but these are the main colours effectively, you will need the entire spectrum to paint something like life!
There will be a variety of behaviour changes that could affect their desires as well as how they communicate with the organisation as individuals are potentially asked to self-isolate or stay home.
There are several strands in several organisations. This is also referred to as architecture for brands. Keep it straightforward and build a brand that, from the outset, calls hierarchy. (RED), HIV charity is a perfect example. It is a special architecture that unites participating companies by essentially multiplying the strength of RED with their logos. Using simple brackets, a visual device enabled partner logos to be incorporated into their brand, creating a lock-up that was taken into account and impactful.
Evolution Not Revolution
They don’t want to change. Sometimes your established customers can be alienated or confused by a sudden logo change. There are, however, subtle ways to deal with the required changes to your company. The evolution of a logo will revitalise your brand and not leave your fans out in the cold.
Seamless Brand Engagement
Within some organisations, the phrase ‘staying on the brand’ gets bad press, usually from those who do not understand ‘who they are’. A consistent record of ethos, vision, community, sound, as well as the identity, should be a good brand guide. This sacred asset will make it possible for others to fully understand who you are, creating a real, scaleable community.
Enhance Customer Engagement
People want reliable information on their social media engagement in times of crisis. We’ve seen that authenticated Twitter individuals are around 2.4 times more likely than non-verified individuals to engage in COVID-19 communication, and 75 per cent of relevant COVID-19 Tweets are actually Retweets. In other words, retweeting or reposting is the main tool for exchanging information during a time of crisis.
You should share it if you have valuable and accurate information that can help people handle the confusion, or keep people calm. Retail/e-commerce brands, for instance, should keep the public updated on inventory to help alleviate panic buying. If you have sensitive information that affects your business or your employees (such as virus transmission), you may want to consider publicly sharing that information.
Content, technology and branding will all play a vital role as the world comes to grip with the emerging future of work in a pandemic-struck age.
We’re in this together, and your business may not have the ideal solution to the COVID-19 pandemic, or any other crisis, but you can support your customers during this time by listening, serving, and communicating with empathy.
Richa Mehta: Born in India, raised in South Korea. Richa is an avid reader, a passionate dog lover, and a writer by profession. With a degree in mass communication from university of canterbury, she began writing after obsessing over books about marketing and romance. When she’s not writing, she can be found wandering through nature or relaxing at a coffee shop. She currently gives her insights for Intesols a full-service 365-degree digital marketing agency where she infuses her third culture exposure on the common tangles of digital marketing platforms related stuff!