As countries slowly start to come out of lockdown all around the world, there are plenty of questions being asked not just about health and safety, but how a business rebounds and comes back after a temporary closure. While one would hope the customers are still there and things bounce right back, the reality of the situation is that the world is in a totally different position post-lockdown than it was pre-lockdown.
In order for businesses to thrive in this kind of climate, it’s important that they not only recognize this difference but understand the reasons they need to take it a step further and actually focus on branding now that lockdowns are being lifted.
But why is branding so important in the COVID-19 post-lockdown stage? Here are some of the top reasons.
A Gentle Reminder the Business is Still There.
At the very tip of the iceberg, focusing on branding gives companies a chance to strengthen their visibility and gently remind people that the business is still there and still operating. As people come out of lockdowns slowly all around the world, everything just seems and feels different, so reminding your existing customers and potential new ones that the company is still there to serve them is a really easy and no strings attached kind of way to connect with them.
Provide a Sense of Security with Health and Safety Measures.
This is also a great time to emphasize what the business is doing to ensure that health and safety measures are put in place and followed at all times moving forward. These include measures to keep employees safe, which then keeps the customer safe.
Perhaps the company is taking extra cleaning precautions, limiting the number of customers allowed at one time in its storefront, carrying out temperature checks each day for employees, or even instituting a face mask policy for employees and customers. Custom face masks are growing in popularity across all sectors and could be a logical step for employees in your business.
Point Out What the Business is Doing for the Community.
There are a number of businesses that are also giving back to the community through various fundraisers, assistance programs, and donations to different causes. These kinds of actions should also be included in branding efforts as it shows the company cares not just about its customers but the community in which it resides. This is something that consumers are watching for, and are choosing to support those businesses who are out there doing good things for the community.
The Products and Services May Have Shifted.
While there are companies that are reopening offering the same products and services, others have had to shift directions and either offer all new items or make changes to some of its services and products. No matter how big or small the change is, again it’s important to include it in the branding campaign. Customers need to know what to expect from your business. If a business was previously manufacturing winter jackets and now suddenly shifts gears to also produce PPE gear, this is something that needs to be communicated to customers and the public.
Know When to Back Off.
Finally, it’s also important to know when to back off. If your product or services seem inappropriate for today’s climate and landscape, then it is probably necessary to tweak your branding and ensure it’s not the typical marketing messages you are sending out.
Keeping the Business Relevant Post-Lockdown.
At the end of it all, the branding messaging is what will help keep the company relevant and moving forward in a post-lockdown climate.
