Building Brand in 2020 during the crisis is a big challenge, but here we have some tips for your Brand..
How to Build Brand in 2020
The current epidemic situation of coronavirus is a stress test for plenty of brands. As they say in Good times build confidence, while bad times build confidence and strong character. At this time only the strongest and fittest will survive. So how to build the brand in the Crisis? This article will help you to find out the details and nuances of the Branding in 2020.
Thousands of brand have been pushed to prove the value of the existence. Especially what difference can those brands bring. Consumer will pay only for what is more valuable and meaningful. In the times of crisis and challenge, on of the best branding strategies is to embrace and solve problems. At the moment, one of the biggest challenges for brands are such points as short time, quick response, quality delivery. This reflects the excellence of management and the operational quality. Current situation showed brands the consumers become more demanding on safety and quality when the situation becomes more severe and serious. Neglecting any small details in this sense may cause irremediable consequences for brands.
MAKE YOUR CREATIVES RELEVANT
Lots of brands have managed their message in great and most relevant way. For instance, beauty company has been broadcasting safety recommendations. Moreover, the brand has launched the game mobile game ahead of their Valentine’s Day campaign as a way to ease the stress of citizens.
The brand that had stood out from the crowd is Louis Vuitton, by posting a sincere and heartfelt message on their Wechat account: “Every paused journey will eventually restart. Louis Vuitton hopes you and your beloved ones stay safe and healthy.”
Versace have communicated their way to deliver the positive and supporting message. According to their spokesperson, they are “working with fashion media like Elle, and in collaboration with many other brands, to initiate a new campaign called ‘I believe’ which aims to spread messages of positivity.”
Consequently, brands should think seriously what they can provide to Chinese consumers, and how they can reflect the support and positive attitude. This needs to be in-front of the most applicable, target demographic for Brands’ business proposition. The key is that Chinese web is a unique ecosystem that requires a fresh and creative approach, right Chinese platforms should be chosen to build your visibility & reputation in order to target your consumers.
TRUST AND REPUTATION IS THE TOP PRIORITY
Consumers during the crisis do not pay attention for fancy and avant-garde marketing tactics. Hence, brands need to focus on building the Trust and Reputation. the key is to manage the trust Marketing in a right and centered way, as concentrating on the following things:
-Support the PR and Brand image building with action: do the right thing first, the publicity.
-Focus on strengthening trust, love and loyalty.
-Ensure the quality delivery of new products and services.
-Leverage the influence of loyal customers by managing the customer relationships.
CHOOSE THE RIGHT TONE & MANNER
At this sensitive period time of crisis, it remains the top challenge for branding and communication in 2020. “Stay safe and Well” message is one of the biggest contributions to society during the crisis. It sounds hard but brands should manage and find an equilibrium on Saying the right thing with the right tone at the right time.
Appropriate communication is Crucial:
-Meet needs with your best products and services.
-Speak with action
-Accountable and authentic Empathy.
-Talk with action (as they say actions speak first)
-Inspire with positive energy
MAINTAIN THE PHASES OF BRAND’S DEVELOPMENT
During different stages of crisis development consumers’ needs and mindset may differ. Therefore, brands shall plan out and manage in accordance. One of the first stages is survival phase, when brands need to deliver quick response and solution. The next one is recovery phase, while brands should build the Trust to respond to yet rational and prudent mindset. The last is: rebound phase, when brands may satisfy abandoned desires for consumption but still keeping in mind the cautious mindset of the consumer.
It is not a secret that during the “Home Stay” period such industries as gaming and video apps seen a great increase in demand. According to one report, 574 accounts on video platforms Douyin and Kuaishou have gained up to 500k new followers respectively between January 20 and February 2.
Simply brands have an opportunity to tap into this by creating branded apps, games, and videos. Health and fitness industries may create relevant content to engage with consumers.
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