How Branding can and should keep working for your Business during the Lockdown
The world is battling an
unprecedented crisis due to the onset of the novel COVID. It has gripped the
entire world and has brought the global economy to a standstill. Many small
business owners are suffering the brunt of the crisis too. However, in times like
these, your brand can still come to your rescue. Branding is akin to
establishing the DNA of your business and irrespective of the situation,
branding can always prove to be helpful for you. Always
remember that while a brand cannot be made overnight, consistent efforts at
branding can definitely help you to reap the benefits during a crisis like this.
Therefore, it is important to demonstrate consistent and committed efforts to enhance
your branding exercises.
In this article, we will discuss how branding
can keep working for your business during a public health crisis.
More time online can
help people to find your brand
Due to the global lockdown, your customers are forced to spend majority
of their time indoors. As per this news report, the phone usage for many has shot
up by 33% with people spending more than four hours a day browsing online. Social media consumption has also
witnessed a surge
as more users are downloading applications such as Twitter, TikTok, Facebook,
and Instagram to stay connected with the world during quarantine. This offers
an excellent opportunity for marketers to place their brand before the
customers. A branding exercise can be particularly helpful in achieving this
goal. You can use this time to generate more brand awareness by ramping up your
branding efforts.
The ways in which you
can leverage branding
Let’s start with some basics. Begin with targeting your high-value
customers. If you have an e-commerce platform, you are well aware of the sales
dipping due to reduced inventories and delayed delivery times on account of
lockdowns. Remember that getting new customers will be exponentially difficult
right now. However, you can convert this crisis into an opportunity by
nurturing the relationship with the existing clientele. So focus on your existing clients and start
tailoring your campaigns to attract them.
A strong brand can also help you to send across a powerful message to
your customers. Sharing informative creatives about COVID-19 and the
precautionary measures required can be immensely helpful for the audience. It
will also create brand awareness for your business as the creatives will leave
a lasting impression about the business.
If your business is in the
healthcare or the wellness industry, there is a minefield of opportunity
waiting for you. You can analyze the data about the kind of customers who are
reading your content. The insights can help you to achieve a more precise
targeting.You can also host live events to share educational content focused on
COVID-19 with the audience. This will help give a boost to your brand and also
attract more audience.
You can also engage with your
customers to see what kind of content they would prefer to see during this
quarantine period. By hosting content that they wish to see, you will be able
to create more awareness for your brand.
Handling your social media accounts
can also make or break your branding efforts. Make sure that you do not post
any fake news as it can seriously impact the credibility of your brand. Share
informational posts about the crisis as well as the steps that your business is
taking to overcome the crisis.
It is also important to avoid
posting any paid or organic content that can be considered insensitive or
offensive during this time. For example, posting a creative with a tagline ‘your
smile is contagious’ can be considered insensitive by many and affect your
branding efforts seriously. Similarly, steer clear of advertising any
non-essential items to your customers at the moment. In a nutshell, your focus
should be on making your brand synonymous with a sensitive and sensible
approach to fight the crisis. That’s what will make the customers remember your
business in the long run.
Final words
If you want to boost your
branding efforts during this period and do not know where to start, it is time
to reach out to us. We are a digital agency based out of New Delhi. We experts
in creating memorable brands. We offer a complete range of branding services.
We have several years of experience under our belt in creating successful
brands and we would be delighted to help you. So get in touch with us today and
let’s take your branding to newer heights.