How to Build a Brand in a Post-Lockdown World
Photo by Nik Shuliahin
Originally Posted On: https://www.krager.co.nz/krager-blog/how-to-build-a-brand-in-a-post-lockdown-world
How can you start a business when the world has completely changed?
That’s the challenge facing many new businesses right now. They want to build their brand, but in this current new norm, it has completely changed how they must approach sales, marketing, and more.
Wondering how to build a brand that will succeed both now and in a post-lockdown world? Keep reading to discover our complete guide!
Research the Competition
Here’s some good news: you don’t have to reinvent the wheel when it comes to post-lockdown branding. Instead, you just have to do a bit of investigating.
Take this time to research what your competition is doing. Try to assess their product quality, brand messaging, marketing techniques, and public perception.
Ultimately, you need to be able to articulate your value proposition to customers. By understanding what your competition is doing, you can work on doing even better in all categories.
What will consumers be like in a post-lockdown world? Consumer attitudes and behaviours will be dramatically different.
Customers who are simultaneously pent-up and financially limited will be looking for some “affordable indulgences” when this is over. They want gratification, but at a discount.
After living through months of infection risk, consumers will seek out safe brands. They don’t want risk, and they want products they can rely on. Accordingly, they will be more loyal to companies that give back to their community in some significant way.
Finally, don’t be afraid to get nostalgic with your advertising. Your customers will be longing for the normality of “the good old days!”
A Brand Story and Messaging
In the face of a global ‘new normal’, your brand story and messaging are more important than ever. And you can divide this into short-term messaging and long-term messaging.
Short-term messaging is important during these tough times because it helps reassure customers. You can let them know you are concerned for their safety and highlight changes to your business that help keep customers healthy.
Longterm messaging should focus on your company’s ethics and values. This approach helps you attract particular demographics (such as millennials) who are attracted to businesses that share their values.
Furthermore, aligning your brand to a specific cause or mission is one of the most concrete ways to distinguish your business from the competition.
Social Media and Video Content
How do you build a brand strategy for a post-lockdown world? By paying attention to what your customers did during the movement control.
For example, consumers were hungry for any kind of entertaining content. And most of them spent their extra time at home alternating between social media and streaming video to stay entertained.
You can take advantage of this by amping up your social media and video content. With social media, you should use different platforms (such as Facebook, Twitter, and Instagram) and stick with a regular posting schedule.
For both social media and video, you should provide interactive content. Customers love polls and quizzes as well as interactive video. And to keep people glued to their screens, try shooting some 360-degree videos.
Preparing Your Brand For A Post-Lockdown World
Now you know how to build a brand in a post-lockdown world. But that is only the beginning. You will need a plan that is agile enough that it addresses an immediate need and one that positions you for success for the long-run.
As marketing consultants, we are prepared to put your brand on the map. To see what we can do for you, learn more about our process in how we help brands prepare for a post-lockdown world!