Many people I speak to have been sitting politely on the sidelines, feeling uncomfortable about joining in trying to be respectful by not marketing or make a lot of noise in this time. But in reality, now is the time when your customers need you most.
Businesses are here to help, or at least they should be. I have been hugely grateful for the businesses that have kept going right now – and I want to know that businesses and brands are going to survive this time and keep going so I can continue to enjoy their products and services. So marketing is NOT bad right now, it’s needed, and it’s good – if it’s done mindfully.
5 ways to approach marketing your brand right now
1. Listen and show you are there.
Right now there is a lot of uncertainty around the future, you can start by letting people know you’re there, in whatever capacity you are there. Even if you’re not working in the same way, or to the same level, just by communicating your status and sharing your situation you give comfort and a level of safety and knowledge to your customers. I’d encourage you right now to think about your core customers and remind yourself what valuable service or products you are offering and how much they need you right now.
2. Stay in touch.
No matter how small your ‘LIST’ is, it’s a great time to talk to them – open up the lines of communication and let them know you’re there and that you’re listening to their needs. It’s a great time to strengthen bonds and build loyalty, even by offering small acts of support and kindness. We’re all people doing business with people – and right now we need people who care.
3. Be open
One thing I am enjoying is seeing the true nature of brands and the people carrying on their work at home and doing it naturally and authentically. I’ve seen previous Coles ads and never felt any connection, but when I see Curtis Stone in his own kitchen with a slightly dodgy camera and lighting – I feel much more connected and appreciate and enjoy watching him cook a nice meal. Bottom line – I feel better about Coles!
4. Be real
I enjoy seeing top politicians, professors, actors, artists and businesspeople share their knowledge and skills from their lounge room on their sofa or sitting at their kitchen table – giving us a peek into their lives. We see the reality of who they are without the polish and often pretence that can creep into our delivery and this is true too for brands. We see that we are all human, that we are all here to the best we can and appreciate that no-one or nothing is perfect.
5. You don’t have to be perfect
Sometimes we let that fear of being perfect or polished prevent us from putting messages and communication into the world when in reality, it’s exactly what people want. Now is the perfect time to share your story, deliver your gifts and offer your services. People want them. People need them. And now it’s perfectly acceptable to have a less than perfect delivery! An authentic brand, just like an authentic person, is judged on who you are when no-one is looking. As an authentic brand with nothing to hide, now is the time to open up and share that true authenticity to the world as best you can so people can connect with you more.
If you’d like to learn or find out anything specific about how you can continue to strengthen and build your brand – even through a crisis – please contact us, we’d be delighted to have a conversation with you or answer any questions. We’re here to help you keep your brand strong.
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If you want to learn more about branding, check out our article about Why is branding important