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02 Feb 2021
There is no argument on the fact that the COVID-19 pandemic has had the most adverse implications at the global level in all of human history; both, on the human level and economic landscape.
The global economy is experiencing its deepest recession since World War II, disrupting economic activity, travel, supply chains, and more.
Governments, all over the world, have responded with lockdown measures and other stimulus plans.
And, though, there has been some really positive progress seen, in terms of generating the vaccine for the COVID-19 virus, much is unknown about how the pandemic will spread in the short term and beyond and, what will be its lasting effects.
What is clear, however, is that the time is ripe for changing the ways brands market themselves and communicate with their target audience.
There has been a clear shift seen in the purchase pattern of the consumers, as they adapted to new ways during the global lockdown period.
This largely included online shopping, as the modes of visiting a store physically, were under restrictions.
And, what this massive online shopping method did is, it gave the consumers a lot of options to make their purchasing.
In fact, a survey report conducted by Bazaarvoice (a tech firm) claims that 39% of consumers globally purchased from new brands during the lockdown, and 88% are likely to continue to buy from them in the future. The data suggests younger people have been more adventurous, with 62% of Gen Z having tried out new products, while just 25% of over 65 of age have taken the plunge.
This brings us to discuss some of the most pressing questions which brands need to contemplate in order to restore business normalcy.
In this article, today, we’ll discuss some of the most important and prominent factors that show how branding has changed post-COVID lockdown and how brands can adapt to new methods to ensure growth.
One of the most important things that would affect branding in post-Corona time will be the communication technique.
Each and every brand is (and will be) in a rush to make upscale their sales. And so, for you to succeed, you ought to adjust your brand voice to reflect what your customers are facing.
In order to get the customers to associate with your business, you need to make them feel connected to it. Using a more empathizing tone of voice will work as a great way to make that happen.
Be authentic, think like them, and show them heartfelt empathy from every angle whenever you want to market your products or services.
Avoid over-the-top-marketing methods with the audience, and try to hit on the pain points that your potential customers face and how you may offer the right solutions to them.
Along with the technique of communicating with the audience, another important thing for the brands to consider is the different channels of communicating.
Brand awareness is the driving force for any business and, therefore, successful branding in post corona time will require businesses to look at several other means of getting connected with their target audience.
Social media, email newsletters, etc. won’t be sufficient anymore. The future of the business environment will depend on Omnichannel marketing, and brands must immediately switch if they aren’t already using it.
This strategy enables brands to have personalized interactions with their customers as it works to ensure that the dimensions of user experience are added regardless of the channel the customer uses.
As the majority of consumer buying has shifted to digital platforms due to the restrictions on physical visits to brick and mortar shops, brands need to figure out how to recreate the in-person experience online.
A mix of webinars, presentations, teleconferences, group Slack channels, Twitter chats, and other digital communications channels can be utilized effectively.
Speaking of ensuring strong brand awareness through new communication channels, brand promotion through paid marketing cannot be avoided from getting added to the mix of this “new marketing normal”.
Before the COVID-19 virus jolted the planet, search engines like Google and social media platforms such as Facebook, Instagram, and Twitter have been the go-to channels for those who wish to promote their brands.
Through the paid advertisements, many businesses have reached a bigger audience, with most of them experiencing an increase in sales.
However, the lockdown restrictions during the peak months of the corona pandemic paved way for several new digital platforms to become a global sensation; which allowed brands to execute paid promotions through new means.
A very strong example of this is that of the video sharing platform TikTok, which became an instant hit, with millions of users downloading the app.
Influencer marketing is another platform that has sky-rocketed in terms of executing effective paid promotions. With the many restrictions in place, people would not freely leave their homes, hence getting glued to their social media accounts and getting updates from their favorite celebrities.
The one thing that every business has learned (and must learn) from this global pandemic is to be ready for any adverse situation that doesn’t even seem possible.
A lot of brands, irrespective of their long existence and a massive consumer base, had to shut down either a section of their operations or, complete business operations.
This has invoked a lack of trust in consumers which has led them to shift their loyalties to new avenues and replacement brands.
The mistake which such businesses made was neglecting longevity and solely focusing on short-term benefits.
Branding in post corona time would require businesses to take a more solid approach with a long-term vision to not only satisfy their consumers but, also ensure retention.
However, it should always be remembered that if you want your business to have long-term visibility, do not take advantage of the fear and panic that some people might have to lure them into making a purchase.
You should know how to differentiate a sense of urgency and panic and how your business will get impacted by both circumstances.
We don’t know if it makes any difference in saying that the year 2020 is only a few weeks away in bidding goodbye to the world. Given the amount of pain and suffering this year has given to the world, we all would really want to forget that this year even happened.
However, what we do know is that progress is all about leaving the past behind and looking forward to new beginnings and opportunities.
From this discussion, it is clear that branding and marketing would operate, post corona time, majorly through the digital/online way.
And, therefore, be it your website, your social media pages, or any other channel that allows your brand to interact with your audience, you need to ensure perfect visual aesthetics for all your platforms.
And, for that, you would require to focus a lot on your marketing designs because, at the end of the day, in order to improve your business, you need to get the attention of your target audience and attract them to your brand.
To understand more about how professional graphic design will be the key to branding post corona time, get in touch with us at email@example.com
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