Brand Marketing During Coronavirus: What You Need To Know

How to position your brand messages during COVID-19

When I say the word “brand”, what comes to mind? A corporate giant like Amazon or the colors of a company logo?

In reality, brands are much more than just a visual representation, slogan, jingle or website; and it’s not just something only the “big guys” should pay attention to.

Your brand represents the total experience to work with you.

From the colors of your website to your core values ​​and the customer service you provide, every touchpoint someone has with you shapes and helps define your brand message, whether your impression is favorable or not.

Business success often comes down to how you position your brand.

That’s not an easy thing to do, and it takes time and consideration. You have to:

• Do a brand analysis

• Do a competitor analysis and conduct competitor research

• Identify what makes you unique and why this is a critical step

• Create your brand positioning statement to use on your website, social media, and even at networking events.

• And that is just the beginning!

A professional marketing firm can ensure that you are most effectively positioning your brand messages during COVID-19.

How could COVID-19 change your brand messaging?

The COVID-19 pandemic has forced us to take another look at how we have positioned our brand.

First, ask yourself, “What do I want to be known for during this time?” People will remember how you made them. to feel right now, either positive or negative. And notes:

1. People are spending more time online.

It is estimated that half of the world’s population is under a recommended or required lockdown. According to Neilsen, media consumption has increased by up to 60% during the COVID-19 crisis.

So whether you’re creating paid ads, social media posts, blogs, or website copy, your brand is more likely than ever to be seen by your target audience.

Are you building your brand awareness and resonating with your customers?

Are you sending the right message or is your brand tone of voice muffled? Your brand messaging may need to change to accommodate this “new normal.”

2. People interact with brands differently.

With many stores still closed, consumers are turning to websites to get the products they need and want.

As supply chains have been disrupted, even the essential things consumers get at the store may be out of stock, also contributing to people turning to the virtual world to stock up.

That means your customers expect a seamless online shopping experience.

Does the navigation, images and text on your website inspire confidence that your information will be secure? How quickly can you respond to customer service issues?

While some of these changes may be temporary and people will return to shopping in stores at some point, I predict that we will see a permanent change in this type of consumer behavior.

People have had to become tech savvy, and many are now realizing the convenience of online shopping. I don’t think we’re going to see all that tech adoption unravel once life returns to normal (whatever that normal is).

How you do brand marketing during coronavirus matters today and in the future, and could very well change your messaging in the future.

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READ: Your guide to paid marketing during COVID-19, on our website:

If you’re wondering how COVID-19 is affecting paid advertising campaign strategies, you’re not alone! And the answer is: both negatively and positively.

On the one hand, people are more at home and doing practically everything online. But many people are cutting back on spending because they’ve lost their job or are trying to save some money to help their families get through the pandemic.

So I’m sharing some tips on how to manage PPC during coronavirus. PPC stands for pay per click advertising, also known as non-organic traffic. (Organic traffic comes from unpaid SEO techniques.)

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How to position your brand messages during COVID-19

Your clients look to you for reassurance and guidance during this time.

All of your brand messaging should come from a place of empathy, caring, and kindness. Here are 4 ways to position your brand messaging during COVID-19.

1. Humanize your brand.

It is more important than ever to be human and authentic in your communications.

A great way to show the human side of your small business is to create memorable moments that can be shared through stories.

You can create a social media video featuring a customer story about an employee who went the extra mile. Or, you could focus on employee stories, so people know who’s supporting you during this crisis.

It’s okay to be a little light-hearted during this time, too, as long as you’re mindful of the fact that this is a tragic and difficult time for many people. Be aware of what you share!

2. Increase your presence on social networks.

From community initiatives you support, to changing store hours and new services you offer, stay active on social media.

Even if you don’t have news to share, keep your social media accounts up to date by sharing relevant news, articles, and videos from other sources.

Even a few inspiring words from you can remind people that you are out there and that you care.

3. Create customer satisfaction.

Customer delight is about exceeding customer expectations, not just meeting them. There are many ways to delight customers, including:

• Be flexible. Don’t always say “no” just because you’ve always done it that way. Listen to your customers and be as flexible as possible to meet their needs.

• Adding a personal touch. Send an eCard or promo code on her birthday, for example.

• Giving them something. Whether it’s a contest or a gift included in your package, little surprises can go a long way.

4. Talk like a leader.

No one will be impressed by a generic message on your website that says something like “We take your health very seriously” with no examples of how, or no “face” behind the message.

Define your brand message, then tell people the what, why, when and how of your coronavirus plan. They will appreciate your honesty and transparency.

Your brand may be your only chance to make a first impression on a potential customer, and that’s when we’re not in the middle of a pandemic!

People’s emotions are running high right now, and a brand’s blunders may not be as easily forgiven or forgotten as we’ve recently seen with Canadian artist Bryan Adam’s backlash on Instagram.

By leading with empathy and truly understanding your target audience and what they are going through, your brand marketing during coronavirus will be authentic and truly resonate with your customers.