Have you been feeling stuck or confused about how to maintain your brand during the COVID-19 crisis? Well, in today’s episode, I have eight tips to help you get unstuck and feeling confident about how to maintain your brand during uncertain times.
So we’re in unprecedented times right now, and as business professionals, when it comes to brand communications, if you overthink things, you end up taking no action at all.
And if you don’t think enough, you can damage your brand longterm. I’ve put together eight tips to help you maintain your brand through uncertain times. So one of the most important things you can do right now as a brand is to provide empathy and compassion to your audience. We’re all in this together as individuals first and business professionals. – Read the full transcript below.
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And if you don’t think enough, you can damage your brand longterm. I’ve put together eight tips to help you maintain your brand through uncertain times. So one of the most important things you can do right now as a brand is to provide empathy and compassion to your audience. We’re all in this together as individuals first and business professionals.
Second, if you connect to your audience on a human level, provide empathy, compassion, and authenticity, and showing empathy and compassion. Doesn’t have to be. A direct addressing of the global pandemic, but instead showing you care by supporting your local charity or business, providing entertainment or education, or even just making them laugh.
Branding’s always been about emotional connection and the perception your target audience has of your brand. And this is more true now than ever. Tip. Number two is to give support and expertise. So support your audience wherever possible and utilize your expertise to help them during this time. This can be.
By doing things like some fitness sites are doing opening their online sites for 30, 60, 90 days for free or using manufacturing facilities and processes to support health workers. And the general public is Gillette and Nika dune by making face masks, by being supportive and using your expertise to find ways that you can be of service to your audience or community.
You’ll not only be a brand that is remembered. For what you did during this pandemic, but it would go a long way to motivating you and your team a good way to think about how you can help. Is to reconnect with your brand purpose. That’s your reason for being aside from making a profit and using this statement to work out ways you can be supportive using your expertise, that ties into what you stand for as a brand, whatever you do it doesn’t have to be on a scale of a Gillette or a J works.
It just has to make sense to your brand’s core purpose and be what your audience needs right now. That could be something along the lines of your expertise, your knowledge. Or just being a supportive voice on the end of the phone tip number three, over-deliver on customer service, your audience, remember the brands with them and help them through this period with the converse also being true.
The worst thing you can do at the moment is to under-deliver on customer service and support. People will feed an uncertain and in a lot of cases, highly emotionally charged. And although we are individuals first and business professionals, second, when we’re interacting with customers, we need to remember to remain calm and level headed.
People may vent when they wouldn’t normally we’ll have shorter fuses when it comes to complaints or technical help. But what we need to try and remember is it isn’t us that they’re getting frustrated with. It’s actually the situation and by delivering on customer service, Showing empathy and compassion, support, and expertise.
Your brand will be something that feels reliable, strong, steadfast, and caring in all of this kind of uncertainty, which is something that will then be associated to your brand by the customer. Tip. Number four is to take some time to focus on your brand. If you find yourself with some time to use, to focus on business development, then an evaluation of your brand could be really useful right now.
And by taking stock of your brand, you can better understand. How are you going to adjust short term and your long term strategy? It might be a case of having to think about pivoting, changing your product, offering slightly, uh, releasing some products early that were in the pipeline. If you can get those out earlier, that could help at this time, you can also look at your brand purpose.
Vision mission values and positioning, ascertain how you can build out the brand in this climate. Either way. If there’s something that you’ve a million’s hot to do, or to update a bit kind of a rebrand or website redesign your marketing funnels, set up or launch a new product, maybe even just do some of the content you’ve been looking at doing.
It could be a really good time now to put some resources into this that can help to build the business longterm. Tip number five, foster connection and maintain culture with your audience, your colleagues, or your team members. Most of us now are remote working and feeding the feelings of isolation. Keep making new connections, call existing customers and meet virtually with your team.
Maintaining company culture or building company. Culture can be really difficult at the best of times, but it’s kind of getting doubly hard, but also doubly important. Even if you’re a small team right now. Maintaining some culture remotely centered around what your brand’s mission is, what it stands for and your core values can help to remind you and the rest of the team, what it means to be part of the brand set.
Number six, remain visible. So remain invisible one social media platforms and in your emails. Is really important right now and longterm, you want to be remembered. It can feel a little bit counterintuitive to be trying to remain visible, but it’s important to maintain the brand awareness that you’ve worked so hard to build up.
The amount you post is up to you. And as long as the content kind of adheres to the previous points, there’s no reason to not keep posting and showing up in your audiences, newsfeeds or emails. Your audience can unsubscribe or on fully for the time being if they want to. But if what you’re sharing is bringing them value expertise, you’re being supportive, empathetic, compassionate, or fostering connection that most of the time your posts will be important and well received.
Also by remaining visible you again, position yourself as a leader who is reliable, caring, strong, and supportive tip number seven, be consistent and reliable. So in uncertain times, we tend to look to things that provide reliability and structure. So if your brand can consistently show up and sort of be that strong and steadfast place in all this uncertainty that’s providing sort of regular content that is related to your brand that is useful or fostering connection or supporting them in some way, or even just entertaining in some way, what you’re doing is you’re providing something.
A bit of structure, at least in a kind of really turbulent and uncertain time and night kind of reliability and strength goes a long way for people right now. And it’s something that they will remember coming out. The other side of this, that your brand was there showing up consistently with things that could help them in this time.
Tip number eight resource and build confidence in yourself and your team. Your brand still matters to your audience. So be confident in your brand and be confident in your team and focus on the things that you can control resource yourself, take on, do some other courses, allow your teams to do some courses, take stock of where you are and what you need to do to make it through this.
Most importantly, do this as a team. So all decisions that you’re making or decisions that are sort of coming from the top down. Make sure that this is communicated quickly and concisely to your team because although they’re dispersed and remote, the more you bring them in and these decisions at this point in time, the more they feel as though they’re still part of something, because it can be quite, as we mentioned previously difficult at the moment with the kind of idea of isolation or remote working.
You sometimes feel like you’re drifting away from that brand and that company that you’re, you’re part of. So by bringing them into those decisions, helping them to resource themselves with training materials or weekly zoom calls that can kind of help to focus the mind. These are all really good things that you can do.
That’s going to build that confidence, build that culture, and that’s going to feed its way through to your audience and your customers. So to sum up to maintain your brand through these uncertain times, remember to show empathy and compassion when dealing with your audience support and give your expertise away.
Take time to focus on your brand foster connection internally and externally remain visible, be consistent and reliable and resource and build confidence in your team. We just put together a weekly brand tip video series, which is designed to help you to unlock your brand’s potential. And stand out from the competition.
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Have a great week catch up soon. Keep those brand’s unified.