Brand Marketing During Coronavirus: What You Need to Know

By | April 29, 2021

How to Position Your Brand Messaging During COVID-19

When I say the word “brand,” what comes to mind? A corporate giant like Amazon, or the colours of a company’s logo?

Actually, brands are much more than just a visual representation, tagline, jingle or website; and it’s not just something that only the “big guys” should pay attention to.

Your branding represents the total experience of working with you.

From your website colours, to your core values, to the customer service you deliver, every touchpoint someone has with you shapes and helps define your brand messaging⁠-whether their impression is favourable or not.

Business success often all comes down to how you position your branding.

That’s not an easy thing to do, and it takes time and consideration. You have to:

Do a branding analysis
Do a competitor analysis and conduct competitor research
Identify what makes you unique and why this is a critical step
Create your brand’s positioning statement to use on your website, social media and even at networking events
And that’s just the beginning!

A professional marketing company can ensure you most effectively position your brand messaging during COVID-19.

How Could COVID-19 Change Your Brand Messaging?

The COVID-19 pandemic has forced us to take another look at how we’ve positioned our branding.

First, ask yourself, “What do I want to be known for during this time?” People will remember how you made them feel right now, whether that’s positive or negative. And note:

1. People are spending more time online.

It’s estimated that half the global population is under either a recommended or a required lockdown. According to Neilsen, media consumption has increased by as much as 60% during the COVID-19 crisis.

So whether you’re creating paid ads, social media posts, blogs or website copy, your target audience is more likely than ever to see your branding.

Are you building your brand’s awareness and resonating with your customers?

Are you sending the right message, or is your brand’s voice tone deaf? You may have to change your brand messaging to fit with this “new normal.”

2. People are engaging with brands differently.

With many stores still closed, consumers are turning to websites to get the goods they need and want.

Because supply chains have been impacted, even essential things that consumers get in-store may be out of stock, which also contributes to people turning to the virtual world to stock up.

That means your customers are expecting a seamless online shopping experience.

Does your website navigation, imagery and text inspire confidence that their information will be secure? How fast can you respond to customer service issues?

While some of these changes may be temporary, and people will go back to shopping in stores at some point, I predict we’re going to see a permanent shift in this type of consumer behaviour.

People have had to become tech-savvy, and many are now fully realizing the convenience online shopping offers. I don’t think we’re going to see all of that tech adoption come undone once life returns to normal (whatever that normal is).

How you are brand marketing during coronavirus matters today and, in the future, and it could very well change your messaging going forward.