Come Out of Isolation Swinging: 5 Things Your Brand Needs to Survive Lockdown
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We used to live in simpler times. Brand strategies were put in place months before execution. We planned campaigns and launch dates on the assumption that we’d still have the luxury of certainty when the time came to pull the trigger. And now… we skype our colleagues in our PJs and decide the best way to put ‘things on hold.’ This blog is not about dwelling in the uncertain times we find our selves and our brands in at the moment. Things will return to normal, and customers and consumers will expect business as usual. So, this blog will cover some immediate and practical steps you can take to safeguard your brand. In readiness for the bright days ahead when the only thing we do in our PJs is sleep in them.
Having a sense of humour about things is an inherently human reaction. But we expect brands to have personality—we must see them adapt and react to developments in a similar way to ourselves. That way, we will continue to relate to brands.
One of the best (and inherently British) ways to do that is through humour. All it takes one scroll through your social media feed to see the human response to the times we find ourselves in. People express themselves humorously through anything from a; witty post, to a, funny image, to a well-placed GIF. Show people your brand’s human side and do the same. When this is all over, they may not simply identify with your brand, but recognise it as a source of comfort during a time when we all pulled together.
People are going to come out of this looking for you. Well, maybe not you—but somebody providing the services or products that you do. The brands at the top of the Google rankings on major key searches are going to have the phone ringing off the hook. We suggest you take this time to do all those pesky tasks required to boost your online SEO.
Let’s be honest, doing essential housekeeping tasks like optimising your website for search engines is something that’s going to help you in the long term. And you may not have as much time to devote to it during later stages of the year.
3. Give People a Glimpse Behind the Curtain
We’re curious by nature. We want to know the inner-alchemy that keeps our brand’s ticking over. Let people into the inner-circle and provide them content that keeps their eyes on you and gives them insight into your brand.
One of the easiest ways to do this is by turning your internal conversations inside out. Turn a number of your progress reports with colleagues into podcasts. Or, start a YouTube series on a topic of relevance to your brand or audience. If your brand pride’s itself on thinking outside of the box, then prove it to people by starting a TikTok account and create something fun and fresh to share with the world. If you’re not happy to broadcast your voice or get on your WebCam, start publishing a blog—or provide insightful comments via social media posts with attachments to articles and videos.
A lot of brands gain business from the generous and unsolicited word of mouth of their clients and customers. Why not take this opportunity to email them and thank them for that. You can even encourage them to continue to support you by leaving a review online.
We often forget to ask for help. But loyal customers will happily show you support during challenging times. If they’re a well-known customer—perhaps incentivise them to take part in a case-study, or write a blog post of their own outlining their positive memories of using your brand.
5. Contact Your Local Creative Video Agency
And, before slipping out of our day time pajamas and into our night ones, we’ll leave you with the best thing you can do for the well-being of your brand during isolation: contact your local creative branding agency or video production company.
Whilst people may have more time on their hands, a lot of you will find yourselves juggling many more balls than intended due to everything going on. You don’t have to go through this period alone. Contact your creative agency, or if you don’t have one—get in touch with us for a free Skype consolation. We’ll listen to your concerns, walk you through a plan of action and put things in place to help you secure your brand going forward.
“Your brand is the single most important investment you can make in your business.”
– Steve Forbs