Raising the Bar for Branding in a Post-Pandemic World
July 22, 2022
As we navigate into a post-pandemic world, you might be trying to figure out how to adjust with your branding.
When the pandemic started, businesses needed to pivot with their branding to survive. But don’t celebrate your survival prematurely. With people being vaccinated and trying to find their new normal, now is the time to revisit your brand strategy again.
What has changed in the post-pandemic world?
Your customer knows what they want.
During the last 18 months, people have had time to rethink what is important. They now have a new perspective on what they want and what they need. They have been saving money and not spending on crazy things that no longer mean the same to them as before the pandemic. In addition, with the money they were spending, they have had time to shop for what they want online and expect you to have exactly what they want. If you don’t offer it, they know there is someone who does.
The competition has changed.
There is new competition to get clients’ attention and it is not from your industry competitor. It is from their new experience post-pandemic. When the coronavirus hit, your clients learned how to use technology and received a more personalized experience. They also got seamless transactions, clear communication, and greater efficiency.
They want more with the new normal.
In the pre-pandemic world, companies were focused on the benefits to their target audience and that audience converted to clients once they became informed and sold on the benefits. In the post-pandemic world, companies must focus more on what they do that matters to their target audience. They must build relationships with clients based on trust and integrity while listening and providing solutions that meet both their needs and values.
Clients want to connect with your brand.
This is a matter of what companies your clients support. Companies are creating highly sensitive messages. Let’s face it, last year there were a lot of issues. It was not just the pandemic, although that had its fair share of issues about masks, sanitation, and how we view space. Other sensitive issues were climate change, race, and politics. When a brand shares its view on sensitive issues, it risks alienating clients and possibly being boycotted.
Instead, clients want compassion and empathy. Understanding your client’s attitude is critically important in marketing.
For many businesses, they are in uncharted territory when it comes to sending the best message for branding. One thing is certain in this post-pandemic world: Your business must raise the bar for your brand.
Whether you are ready to rebrand, develop a strategic marketing plan with implementation, or look at other ways to effectively and efficiently improve your action plan, Impact Branding Consulting can help you to raise the bar on your brand.