So it’s a year on since our August 2020 '3 part online series' and review of ‘Brand Comms in Covid’. We didn’t expect to revisit this in August 2021...but as you can't escape the 'covid conversation' we decided to look back at some of the lessons we shared last year and provide you with this quick refresher!
As 2021 rang in, there was a sense of hope and optimism around the world that a New Year would bring new beginnings and that nothing could surely be as bad as 2020...hmmm
Well, depending where in the world you’ve been living over the last 18 months you’ll no doubt have a different story to tell about your experiences of 2020 and what living with COVID-19 has been like through 2021 so far.
For those of us in Australia we watched our European friends and family endure a long dark winter lockdown whilst we started to see what the ‘covid zero strategy' would entail. Without going down the covid rabbit hole, it’s fair to say 2021 has provided a mixed bag of covid antics; and as we like to focus on brands we're here to consider:
What did we learn last year that is still relevant now? And what else can brands be considering during this time?
1. Don't Go Dark
In 2020 we said:
It’s tempting to just hide and wait for it all to “Blow over”. Consumers are establishing new patterns of behaviours based on their new situation. If you want to be part of these new patterns going forward, you have to stay visible.
and now...
If you’ve been waiting for ‘covid’ to blow over since March 2020 there is a good chance you may no longer be in business….
Whether you feel like you’ve been transported back in time having to hit 'pause' on your products & services, pivot again or it’s ‘business as usual’ you still need to stay visible to your customers.
2. Reconnect With Your Purpose
In 2020 we said:
Take some time to reconnect with who you are as a brand: your values, vision and purpose. Understanding these will help to steer what kind of comms are right for you (or not).
and now...
Many businesses spent 2020 in survival mode and others took some enforced ‘downtime’ to work on their brand.
At StartsWithA we saw a number of clients wanting to get their brand in order before 2021 kicked off. As we now enter the last 4 months of 2021 (crazy!) Is it time to do that brand work you’ve been meaning to do…?
Ask yourself - is your brand still aligned with its positioning and wider business objectives?
Have you experienced any of these changes which may have an impact on your brand?
Shift in strategy / business objectives
Launch of new products, service, pivot
Expansion into new / larger markets
Negative market perception
Investment
Merger/Acquisition
3. Focus on The Customer
In 2020 we said:
In a crisis, what customers really want to hear is how you are going to help them. You may need to make tough decisions and adjustments to the way you work but your customers want to hear how this impacts them.
and now...
Your customers are central to your business regardless of whether we are in ‘crisis mode’ or not; but you need to continue to understand their needs and how they may be changing in the current environment.
When looking at Australia's current mix & match state restrictions you’ve got consumers in a totally different mindsets - from those in the rolling lockdowns to those footloose and fancy free; ‘we might be in the same sea, but we’re all in different boats’; so you may well need to adapt and tailor to your audiences who are experiencing different needs and pain points.
4. Stay on Brand
In 2020 we said:
It’s easy to get swept up in the moment and stray away from your core, but remember, your brand reputation takes years to build and minutes to lose.
and now...
We saw a range of brand comms going off-piste through 2020, from the car brands who threw their brand guidelines out the window to show solidarity of their social distancing logos, to some ‘finger licking good’ faux pas from KFC.
There was many a 'stay at home' campaign in 2020, and now in 2021 we are seeing brands launch vaccine incentive campaigns.
Staying on brand still rings true; avoid jumping on bandwagons, stay true to your brand and continue to build trust with your audience that is authentic to you.
Footer note:
If you missed our 2020 'Brand comms through covid & beyond' 3 part series and would like to watch the content, please drop us an email for access.
At the time of writing this we are in Week 8 of a NSW lockdown, looking longingly at the Europeans back at festivals and holidaying, something we thought we would also be doing through the Aussie winter and upcoming month....only time will tell what the coming months will bring. Stay safe and well everyone.
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