brand identity

Over the years, despite new methods and new theories, the fundamentals of marketing itself have not changed. Whether the message is conveyed via a medium as old as a poster or as modern as a tweet, marketing remains an appeal on behalf of a business for someone to buy its products or services.

However, advertising has remained remarkably receptive to new ideas. This is borne out by the way the pandemic has affected marketing. There have been a wide range of changes from organizational priorities and engagement strategy to KPIs. Quite a few trends have emerged and there have been some initiatives that businesses have focused on. 

In this respect, it is important to adopt the contradiction of the fresh and the familiar strategies of marketing so that customers do not feel isolated.

It is in challenging times such as these that companies can develop authentic connections with customers. From dating apps to outdoor gear, every brand is trying to communicate to the customers their stance during the pandemic.

New thinking and systemic action will result in customers embracing brands for their stability. Given below are ways to leverage the paradox of adopting the fresh and the familiar in order to develop new brand identity. 

Revisiting Values

Everyone is faced with circumstances that emphasize what truly matters to each of us as consumers. There has been a shift in priorities and hence in attitudes. The values of a brand have to be credible and relevant.

Some companies have taken actions in this regard and made time-sensitive actions . Lowes has donated flowers to mothers isolated in nursing homes. Nike donated 30,000 shoes to frontline workers fighting COVID-19. These actions convey  the message ‘We’re in this together.’ 

Listen to the Customer Base

For a customer-centric business, the voice of a customer should always be at its heart. Brands need to focus on listening to customers and acting rapidly on this insight.

Surveys and  data collection methods  have to be changed to include key touchpoints.

They should capture emotions and show that a brand wants to learn and act on how customers feel. This would help to provide insight for crisis planning and operations. 

Focus on Areas a Business can Support

Brands who set aside opportunistic business gains and focus on the greater good will be remembered and rewarded by the loyalty of their customers.

During acute shortage of sanitizers, Shine distillery in Portland manufactured and donated hand sanitizers. To make remote working easier, Meero offered free large file transfers.

Understand Consumer Behavior

The purchasing habits and attitudes of consumers are changing. Consumers are more conscious of sustainability. They are resorting to digital commerce and are shopping locally. Such new habits will endure beyond the crisis of the pandemic and will permanently change what is valued.

Some consumers feel anxious, which has led to panic-buying, while others continue with their old habits despite recommendations from governments. Brands need to understand how their consumers are reacting, and develop customized strategies for them. One-size-fits-all will not work anymore. 

Digital Marketing is Crucial

Brands now have to rely on digital marketing more than ever. According to a survey, 36% of marketers are trying to integrate their digital and traditional marketing strategies. Online growth through content creation and SEO are becoming central to marketing everywhere.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.