by Kelebogile Makhafola
A crisis presents challenges that provoke a sense of community within brands and organisations. Tough times push brands to reinforce the value and refuge in belonging. This article explores how you as a business owner, marketer and leader can reassure your customers, employees, and followers of the benefits of belonging to your eco-system.
Communities may be built geographically or virtually, through social context, and often have a level of participation. However, in a crisis, these are challenged.
In an African context, more often than not, safety and identity is found in being part of a community. Our journeys reflect a solid sense of self because our identity is reassured by the shared value and association we find in our pockets of communities.
How can your brand promise stimulate confidence in your followers by giving them the recognition and voice to say, “I am part of the brand”, “It is my brand”?
For customers, employees, and followers, It first starts with the alignment of feeling part of your brand, believing in your brand promise, and having their expectations met. The brand should communicate a culture and empathetic behaviours that reflect a solid moral responsibility towards inclusion and social commitment. We all want to feel like we belong, we are heard, and our views are considered.
When facing tough times, you can lean on your community to create a cooperative and collaborative environment that stimulates not only the interests of your organisation but that promotes shared identity while satisfying the needs within the community. That is a great recipe for significant brand influence.
Here are tips on what your brand can do:
1. Pursue membership platforms by building offers and contributions towards shared value. Anchor your brand offering by creating links that will help people subscribe to discussing common interests and experiences
2. Leverage points of influence by creating a fine balance in your communication and offering when it comes to the timing of your engagement with your followers, the proximity (closeness and presence) of your brand with the followers (doesn’t have to be physical), the familiarity (which is driven by brand awareness and insights) and lastly the incentives to draw more benefits and engagement.
3. The satisfaction of needs is paramount to the buy-in, loyalty and management of your brands’ community. Always deliver on your promise. Send out questions on how else you can fulfil their needs.
4. Lastly, evoke shared emotional connections because relationships go beyond the transaction. Protect the bond you have with your customers, employees, and followers as that creates understanding and patience in a crisis.
Building your tribe is not easy but it is necessary. Depending on online brand communities is our new normal. Start building healthy brand channels to manage your community more consistently. Use your virtual brand community to reflect shared value and social identity. If you need help doing so, get in touch with the Maruapula Brand team on info@maruapulabrand.com. We are happy to serve you.
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.
WEBSITE | FACEBOOK | TWITTER | INSTAGRAM | LINKEDIN | EMAIL info@maruapulabrand.com
More articles by Kelebogile Makhafola
