Covid-19, lockdowns and social distancing have fundamentally changed the way companies operate and even after the pandemic these changes will still be felt. A new world is coming and as a brand, it’s best to be prepared!
For many companies the covid-19 measures result in a large cut to the company budget. To make up for this, many investments are being slashed and often marketing and branding are the main victims. To accountants this decision makes a lot of sense, yet branding is always important, especially during crises.
Precisely for this reason we want to give a few budget-friendly tips on how to use branding to build a more robust image that will still stand strong after the crisis.
But first, there are a few other items we’d like to discuss.
Why branding always matters.
The hard reality is that some companies will perish, where others will triumph. But if history has taught us one thing, it is that sooner or later the markets will open up again, and with new opportunities and fewer competitors.
That is exactly what you want to prepare for. Securing your spot in that new market and ensuring your brand is one of the lucky survivors. So use these challenging times to strongly position your brand and really rise above your competitors.
How do you achieve this?
1. Build a rock-solid plan
Start at the beginning with a solid brand strategy that dazzles your competitors. Look at your brand strategy as a blueprint. On the one hand it ensures that all your company decisions are consistent with your brand, on the other hand it helps you to communicate to the outside world exactly who you are - or in other words - what is the essence of your brand.
Defining your brand essence is the first step in building a brand strategy. High time to ask yourself (or by extension: your brand) some important questions: what future do you have in mind for your brand? What do you actively do to help build that future? Which principles guide you in building that future?
Once you’ve tackled the basics, it’s time to take an even deeper dive into your own brand. Now it’s time to translate your brand essence into a practical script containing a suitable design, a strong brand story and a charming brand personality.
2. Go that extra mile.
However you want to look at it, your brand will be judged on its behavior during the crisis. Preferably, you don't want to be on the wrong side of history which is why it's so important to adapt your brand personality to the situation.
There is a time and place for sales and marketing, but in periods of collective uncertainty, you have to prioritize connecting with people in a meaningful way by providing added value. It’s rather ironic, but ‘humane marketing’ (that is not too rooted in hard sales techniques) is what sells. The chances of an immediate boost in sales are slim, but in the long run, your brand will boil to the top.
Here are some ideas to get started:
• Offer your product or service for free or at a reduced rate.
The brand Honest decided at the beginning of the pandemic to distribute packages with basic necessities to families in need. Lush let the world know that anyone could wash their hands for free in their shops. Such actions aren’t just publicity stunts, they also undoubtedly generate a positive brand association for a large number of people.
• Create online experiences.
Just because people can't physically come to your shop or event, doesn't mean they have to give up on the experience entirely. In the 21st century, there are countless technologies that can digitalize your brand.
During the global lockdown, we saw major brands like Adobe, Salesforce and Facebook transform big conferences into virtual events. By doing this, they were able to maintain meaningful connections with their communities.
• Share relevant information and useful tips & tricks
Just about every sector is facing certain challenges nowadays and maybe you and your team found some creative solutions. Do not for a second hesitate to share these with the world! Rather than focusing on sales, these times asked companies to focus on helping people before anything else. Therefore, send all relevant information, handy tips or original ideas out into the world and your brand will be better for it!
How to find a branding agency
How to select the best Branding agency in Belgium?
There are a number of factors to consider when selecting the best creative branding agency in Belgium. The first is to consider the type of brand you want to create. If you're looking for a digital brand, then you'll want to find an agency that specializes in digital design. If you're looking for a more traditional brand, then you'll want to find an agency that specializes in building and delivering content.
The second factor to consider is the size of the company. If you're a small business, then you'll want to find an agency that can work with you one-on-one to create a custom branding solution. If you're a larger company, then you'll want to find an agency that has experience working with businesses like yours.
The third factor to consider is your budget. You'll want to find an agency that can deliver the results you need within your budget.
When you take all of these factors into consideration, you'll be able to select the best branding agency in Belgium for your needs.
