We’re six months into managing the effects of the pandemic on our communities, our families, and the companies we work for. It’s likely the winds of change will continue to blow for some time, and a little harder on some brands than others depending on their industry and fluctuations in customer demand.
No one can predict with 100% accuracy customer attitudes and behaviors, but there some actions your brand can take to remain as relevant and compelling as possible during COVID. Here are three easy and quick ways to do so:
1. Refresh your story.
Instead of trying to extend into new areas, craft a new story for your current brand to address current market situation and changing customers. While you don’t want to walk away from your timeless brand story, you can evolve it to display more empathy in messaging. Keep close to your customers by understanding their current needs and concerns, and evolve your marketing tactics to address them.
2. Lean into digital.
Talk to your customers regularly during this environment. Things are changing so rapidly that it’s important to stay on top of pain points and gaps. Use social media to ask questions in a public forum so customers can build off of each other and even generate ideas for your brand.
Be sure to keep your social media feeds updated, especially related to customer service issues, production backlogs, and other delivery issues. This will make your customers feel that you’re paying attention to them. Similarly, use your website homepage or blog area for as frequent updates as necessary. Some high-touch brands such as financial services or health care may need to engage with customers one-on-one to understand their emotions and needs at this time, and respond in the most relevant way possible.
This disruptive marketplace we are living in right now requires brands to find creative solutions and quickly adapt to changing customer needs.”
3. Innovate relentlessly.
This disruptive marketplace we are living in right now requires brands to find creative solutions and quickly adapt to changing customer needs. These solutions may be pandemic-specific, or may become part of the operating norm. Agile, virtual innovation work can help your brand focus on building the right business models, solutions, products, and experiences to foster growth in both the near- and long-term.
Want to discuss agile messaging and innovation development for your brand?