Challenging times often come with great opportunities. An important strategy for small businesses to consider in the near term is brand building. Let's look at the 5 ways to do smart brand building during the storm.
Maintaining brand presence conveys stability, viability, and perception of “When this crisis passes, I want to purchase that” among audiences.
Let's look at the 5 ways to do smart brand building during the storm.
1. Highlight how your brand can help.
Brands exist to provide value, and the products/services that help during this stressful time deserve the attention of those who can benefit from them.
If what you do supports or enhances people’s lives while quarantined, tell that brand story.
2. Communicate your benefits.
Does your product give people things to do at home?
Does it help people do their jobs without face-to-face interaction?
Clarify your brand’s potential unique value in this cultural moment, and share it.
3. Create helpful content.
Even if your product doesn’t directly help folks deal with the quarantine, your brand can still provide value to people.
How can you educate, entertain, or inspire people stuck at home all day?
As long as you keep the focus on helping people, your marketing doesn’t have to stop.
4. Evaluate your imagery and language.
Every aspect of your communication matters; not just your copy.
So it’s important to think about the messages your brand is sending.
Avoid visuals of crowds or people touching.
Reframe marketing language that describes close interaction.
Reconsider figurative language like “get in touch,” “work hand-in-hand,” or “get closer to your customers.”
Messages, encouraging immediate interaction, may be deeply scrutinized.
5. Adjust marketing campaigns.
Audit all your current campaigns.
Decide what should be paused immediately. Consider what to prioritize or pivot.
Remember, though, that for small businesses trying to gain a foothold, relatively small investment today can yield precious brand visibility.
More people are spending more time online and searching topics on desktops and mobile as we go deeper into social distancing.
The more we see stay-at-home orders, the more we will see people seeking information, entertainment, emotional breaks, and some semblance of normalcy.
Remember: the quarantine won’t last forever.
No one knows when this ends, but by all guidance, we are expecting to emerge from quarantine sometime this year.
I encourage you to prepare for that transition thoughtfully and proactively.
And, the most importantly - STAY SAFE AND WELL!