Building your brand even in the middle of crises is still necessary. In fact, it is critical because during hard times, people are looking for reliable products and services that can meet their needs to cope with the situation. During the pandemic, many businesses went down because of many reasons. However, there are also those who still thrive because they learn variety of lessons during the crisis. One of the most important lessons gained from the crisis is that how to brand your business with empathy and thoughtfulness.
How to brand your business during crisis
There are many aspects are affected by the crisis during the pandemic and one of them is branding. Many businesses start to use different approach in branding to gain more customers. And there are things you can do in branding your business during the crisis, no matter what kind of crisis it will be in the future.
Add a touch of humanity
As mentioned earlier that branding should be done with more empathy and thoughtfulness. Therefore, it is essential to add humanity to your brand. During crisis, many brands deliver heartfelt message and encouragement stating how ‘we are all in this together’. by adding humanity to your brand, you are more relatable to your customers. They feel closer to you and trust you as a company they can rely on during hard times.
Offer real actions
It is also important to offer the real actions instead of just saying some encouraging words. This way, you still have something to offer to your customers. For example, you can offer discounts, provide valuable contents, arrange virtual classes, share valuable information, etc. Those are thoughtful and valuable actions to take which can benefit your customers.
Clear and transparent
Be clear and transparent with your branding. During crisis, many people are overwhelmed with information that can be true or false. Thus, be the one brand that they can trust by being careful in sharing information. You also have to be clear with what you offer. Avoid unnecessary marketing bluff or ‘salesy behavior’ because they are not suitable during crisis. Branding your business by focusing on your value and cut to the chase.
Support the community
You can also boost your branding by supporting the community. You can support your local and online community during tough times. There are many things you can do such as offering free online courses and contents, making donations to those in need, and other supports you can give. However, make sure that you don’t brag or overly display your actions. Let your customers aware of your actions to support the community but make it as part of raising awareness as well.
Adjust to the market condition
Make some necessary adjustment to the market conditions. Make sure that you make your branding relevant to the current situation. Promotional message and any marketing conditions should appear in touch so your customers know that you recognize what is going on. Also, make sure to always prioritize your customers’ needs above anything else especially during crisis. It will result in impressive return on investment in the future for your business.
