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How brands can overcome the crisis

August 21, 2020

Here are some suggestions on how you can take a position with your brand given what we all live for.

6 min read

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How brands can overcome the crisisHow brands can overcome the crisis

The reality is clear and unique. COVID-19 affects everyone. Regardless of the industry, consumer habits are changing and companies need to respond to these new audiences by adapting their processes to create stimuli for brand-user interaction.

It is too early to say, but we can face a new generation of consumers who are now experiencing a process of entrenchment of these new behaviors and who will at some point be seen as determinants of the construction of the value perception of the buyer user.

At a time like this, doing more of this and believing that our brands are strong enough to get through this phase won’t produce the results necessary.

Here are some suggestions on how you can take a position with your brand given what we all live for.

The Age of Adjustment

Image: Karim MANJRA via Unsplash

Much is said about this “New Normal”. I like to think of it as a “Era of Adaptation” this has forced a disruption such as was caused in the post-war era or by the industrial revolution, when economic, social and technological change could be observed in all areas of society.

It is important to understand that we will live in a pandemic for a long time and this will force us to adapt. We may be promoting a lockdown economy opened by a “world on demand” designed to serve the needs of the user.

Brand customization requires tuning to the customization of the user. It is important that you clearly identify the new user’s journey in this new environment.

Identification of the day of the new user

Image: Jozsef Hocza via Unsplash

Brands that have already paid attention to the lifestyle of their users must now redesign this consumer journey with this in mind. While the demand for digitizing products and services has increased like never before, it’s not just about migrating your brand into digital environments. It is important that you know this user’s new routine, their preferred communication channels, the time of day that is discernible to their messages, and anything that can negatively or positively affect your process of communicating with your audience. You need to refine the tone and voice of your brand so that you can convey the emotions that this user needs at this point in their life.

It is clear that the healthy maintenance of a user experience in this new environment requires an in-depth study that will enable you to understand the turning points in the process. In this new competitive framework, identifying your user’s new journey is a priority.

Communication: part of the solution

Image: Volodymyr Hryshchenko via Unsplash

At times like these, brand-user interaction can have a positive consequence and increase levels of loyalty and trust as a brand, by presenting itself as a critical solution, can satisfy that consumer’s empathic needs. It’s a very fine line, however, where any attempt to seize the moment to strengthen relationships can be fatal to the brand’s reputation.

It’s important at this point that your brand is focused on communication that is aimed at getting real attention for your consumers. Remain true to your values ​​and purposes as a company and present yourself as a responsible company through your actions as a brand. If you are not already one, you may have an opportunity to evaluate your purpose as an entrepreneur. The world demands your empathy as an organization more than ever.

Sense of innovation

Image: Med Badr Chemmaoui via Unsplash

The logic of the market has always been demand and supply in accordance with a need for customer satisfaction. And that won’t change. Most importantly, the sooner companies understand their “need to stay in this new environment,” the better the answer to why they matter in this phase we all live in and how to communicate it to their target market both participants in this logic: businesses and consumers.

It’s time to innovate. With this agile approach to this rebuilding process, you can make your brand a permanent proposition for a post-COVID-19 world.

There is no recipe to follow. At the moment theory and practice are coming together to offer solutions to a problem that has just arrived. The only certainty is adaptation, as Charles Darwin postulated in his formulation of natural selection, after all, consumption is also a consequence of the same biological development. The virus may not attack your brand, but it does change DNA significantly.

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