There is no doubt that today is a time of great uncertainty across both family and business life, and although it may seem insensitive, done in a caring and honest manner it can also be one of opportunity. Right now, understanding how customer behaviour is changing in relation to your brand, services or products should be at the centre of your business strategy. Without this insight, it will be progressively difficult to make informed decisions about how best to react.
We're all having to cope with physical and psychological challenges and changes. Lockdowns have reduced social interaction and freedom of movement, whilst increasing fear, anxiety and pressure to carry on working whilst caring for children and loved ones. Now is the time to be sensitive and focus on what your brand or business can do to help. Brands that stand up and add value are the ones that people will remember. Everyone's talking about the companies that have switched production. Whether it's companies distilling gin that have adapted to making hand sanitisers like Tappers Gin on the Wirral, or the truly inspirational children making PPE at home with their 3D printers, it's these snippets of positivity and adapting that will be remembered.
Adapt your brand to your customers' needs
Businesses should be adapting by reviewing their business models and strategies. Looking at how they can better serve their customers, whether that's changing physical products to digital formats or selling direct online. The marketplace has shifted and with the restrictions people are exclusively shopping online. This may be temporary or it may change how we interact with brands forever. Adapting your business to sell and deliver your product, service or experience online should be a key change to your business model.
Should we just turn brand communications off?
It's easy to turn all your brand comms off, especially with all the uncertainty. On the other hand promoting positivity and boosting morale is a much better response. Adapt your messages to the situation and connect with your audience and what they're facing. Now is not the time to go quiet, or to profit from the situation by exploiting it. Be sensitive and supportive, now is the time to show the caring nature of your brand.
The latest information from Statista shows the huge growth across all media during the Coronavirus pandemic, a staggering 40% increase in social media usage. People are looking for distractions, entertainment and to be more informed. Think about how your business can connect through social media by giving something back or addressing some of your customer pain points such as working from home.