by Kelebogile Makhafola
The saying that goes, “you cannot manage what you cannot measure” proves to be earnest in such a time. Marketing managers, brand leaders and business owners are not only having to deal with the core sustenance of the business, but also forced to figure out how best to keep their brand healthy and helpful in such a time. Effective brand communication during uncertain times is vital for stakeholder management and brand impact. Below are 5 ways to keep your brand engaged and empathetic to its’ customers as we globally navigate uncharted territory.
1. Reinforce who you are as a brand and what promise you will continue to deliver on. The best time to show leadership is now. Without adding to the hysteria, let your brand contribute to practical ways of solving your customers’ primary needs. Enable them to become safer, healthier and most importantly, feel empowered. Therefore, remember your brand promise, ensure that those values are experienced at all contact points to reinforce trust in your brand.
2. Do not capitalize on the catastrophe. Be a catalyst for a different possibility in life. Your brand is a link to a greater chain in society. Your willingness to contribute beyond self-ensures that vulnerable communities stand a chance against socio-economic difficulties. This will be incredibly important in your decision-making process as a leader, therefore ensure that you are mindful of context and tone.
3. Remember what makes you, human. Inspire and connect with your audience through human-centric brand messaging. Throughout this pandemic, value relationships, listen to your community, and become agile in your brand propositions. Perhaps looking at how your brand can become more empathic and empowering through information and platform engagement. It will be crucial to show that your brand understands what matters to its customers right now.
4. Develop the market. The beauty about uncertainty is that there is opportunity to carve a route for thought leadership. There is no doubt that the COVID19 period has brought on a new era in how business is conducted and how brands respond to markets. Take this opportunity as a way of influencing your market and positioning your brand as an authority in the spaces that you work in. Look at the untapped areas, reiterate the value or benefits that may be on the horizon and leverage the key insights that you may have picked up during this period.
5. Leverage on reliable sources for further elaboration. Lastly, recognize that we do not operate in isolation. Leverage credible platforms that may reinforce your brand message. Build a sense of community and advocacy in what you project into society as a brand. There will be new information and processes coming out of industries, therefore equip yourself with the knowledge that elevates your brand presence within the spaces you reach as a brand.
For more strategic brand communication assistance, please contact Kelebogile and the Maruapula Brand team at info@maruapulabrand.com | @maruapulabrand on social media or visit our website for more brand services www.maruapulabrand.com
At the centre of her journey, Kelebogile Makhafola is fuelled by the essence of building healthy brands. She confidently navigates her roles as founder of Maruapula Brand, being a Brand Strategist, MBA Candidate, a 2019 Mandela Washington Fellow and a Fine Artist. Maruapula Brand is a brand consultancy that enjoys fulfilling the value merged between business and art - to put up a mirror to society by curating impactful brand engagements that turn brand strategies into meaningful human-centric experiences. Her 10 years experience in the diverse creative industry has afforded her opportunities in South Africa and abroad, to inspire connectivity, ideate impactful engagements, and implement essential creative services. Her expertise is in corporate communication, brand strategy, digital communication, brand coaching, crisis and reputation management.
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