Eight Steps for Getting Brands through a Disruptive Crisis like COVID-19

An error hit our economy extremely quickly and blurred our vision. Stopping marketing now is like breaking on the road. The results are predictable: many terrible results.

It is human nature that freezes many people in an emergency: in this case, marketing expenditures are interrupted, canceled, or reduced in times of crisis. They become very careful in their efforts to avoid possible losses.

We live in a time of great market disruption, the kind that breaks paradigms and creates as many opportunities as losses. While it is easier for our minds to imagine our losses than to identify new opportunities, those opportunities do exist.

Remember that your competition has stagnated. What opportunity did you create for your brand?

The best results in a crisis like the COVID-19 pandemic are the result of agility and presence of mind. Get ready to dodge immediate obstacles and find a way to improve your posture without losing momentum, especially without hitting and hitting the bars.

Here are four questions you can ask yourself and others to help fight the reaction to the cold:

  1. How do I want to get out of this crisis? As a market leader or follower?
  2. Did I take the time to make offers to my clients to help them find their golden opportunity in this situation?
  3. What is the long-term value of brand preference, positive impressions, and market share that I can gain from investing while others are silent?
  4. Although competition is marginalized, is image investment much cheaper and more effective?

Focus on these eight areas

The following areas of focus will help and inspire you to lead your brand in times of crisis.

  1. Emergency planning

How long will this interruption last? Weeks, months … forever? Many think that COVID-19 will change the market forever. Maybe because of that. In that case, now is a critical time. There is more than one possible outcome and the likely scenarios must be identified.

  1. Construction of the person

Things have changed, which means it’s time to revisit your target audience. How do they react now? How will they respond later? Have new segments been created or do you need to redefine the current segments? How have your needs, purchases, habits, and attitudes changed? What did you learn from studying these changes and how can your brand reinforce what is good?

  1. Evaluation of the product

How to change product brands to reflect new awareness or concerns. How do you draw attention to current features and benefits that have not been emphasized previously? Is it just packaging and language? Is the product design? Are there new or different programs?

  1. Service

How should the delivery or service be changed to better manage new uses or purchasing behavior? What virtual conferencing tools or training or localized delivery or delivery options do you have at your disposal to make this process easier, faster, cheaper, and more convenient than your competitors?

  1. Marketing

Do you need to change the positioning of your brand or message? Can you inform your consumer of purchase needs that he was not aware of? Are you sensitive to your client’s emotional needs? Can you lead with useful and comforting innovative leadership? Is there a way to demonstrate good intentions, good values¬†¬† , and ethical behavior that will be appreciated in the short and long term?

  1. Communications

Brands have value through customer trust. Trust is built by keeping promises. The brand value can be determined and increased in a time of need, identifying with the emotional state of customers – their concerns and needs – which alleviates their fears and strengthens their ego. Make and keep important promises. Or take action now to keep your precious promises. This is only possible if you really understand your customers and their state of mind.

The best way to show customers a high level of understanding is through interactive communication, as in social networks. In this time of change, strategy and social messages can never be overestimated, and what your brand customers are saying on social media needs to be examined more closely than ever before.

  1. Deep and indelible impressions

In every moment of crisis in your life, your memories are extraordinarily vivid and long-lasting. This also applies to your current and potential customers. The people, brands, and institutions they defend in times of need – emotional, physical, and mental – will be remembered forever in a special way. This is a classic opportunity to do good by doing good. Find a way to make a meaningful contribution to the cause.

  1. Strengthen your employer’s brand

Now is the time to make a positive impression on your (potential) employees. They need compassion and care, but they also need strong leadership. Show them that your company now has integrity when it matters. As a leader, you feel the tension, but there has never been a more egalitarian crisis: of course, we are all in this together, and the more you share the feeling, the more you help yourself. Consider this the ultimate team building.