How Has The Pandemic Changed The Way We Build Brands?

Scott O Hirsch

September 6, 2022

Build brands

As the world grapples with the latest pandemic, build brands strategy and marketing have never been more critical. These days, brands must be more authentic and customer-centric. This requires constant listening and testing to ensure brand quality and realism. And this is where social media platforms such as Facebook, Twitter, and Pinterest come into play.

Customer experience

As we move into the digital age, more customers interact with brands through digital channels, including social media platforms and websites. While consumers do not necessarily want to be bombarded by marketing messages, they are increasingly expecting personalization and customization to make their experiences more satisfying and relevant. Seventy-three percent of customers prefer brands that use data to personalize their digital experiences. This means companies must have a comprehensive data policy to meet this new standard.

The pandemic has triggered a new normal for brands, forcing them to revamp their customer service. Whether improving their online customer service, investing in customer support, or creating a dedicated customer service portal, brands must keep the pulse on their customers.

Low-touch operations

The evolution of global business and its challenges can be best described as “the low-touch economy.” As the coronavirus spreads worldwide, low-touch operations have become more critical. As a result, the low-touch approach is helping companies adapt to the “new normal.”

The shift has created new opportunities for businesses. For instance, retailers can make their brick-and-mortar stores more secure. In addition, using new technologies to streamline the process of completing transactions and establishing a digital storefront will help them thrive. This has been critical to many companies’ survival in the last eleven months.

Social media platforms

Social media is no longer limited to just a single social network. Instead, it’s now an ecosystem of platforms that provide underlying technologies and business models for people to interact. As a result, the social media landscape comprises various platforms, each with its own set of use cases and goals.

Social media platforms are an effective means for businesses to connect with customers and gain their feedback directly. They help companies to reach a much wider audience than they could through traditional advertising. They also allow companies to respond to consumer complaints and build trust through direct interaction with them. As a result, brands can create communities around their products and services to increase brand loyalty and customer satisfaction.

One of the biggest challenges for brands is navigating the hot-button issues that dominate headlines. However, there are a few ways to avoid the potential for damage. First, brands should understand their brand purpose. Whether a political statement or a social cause, brands must clearly understand their presence.

Authenticity

The pandemic has prompted us to think differently about brands. One in four consumers has walked away from brands that put their self-interests before those of others. Instead, we want to be part of something bigger. As a result, the way we build brands must reflect these values and beliefs.

The effect of COVID-19 on the evaluation of products with authentic advertising messages is related to consumers’ motivation to reduce uncertainty. Furthermore, this effect is more substantial among consumers with higher childhood socioeconomic status. This finding supports the hypothesis that authenticity appeals lower consumers’ perceived uncertainty, thereby increasing positive evaluations.

Authenticity is rooted in a brand’s commitment to sharing its story and impacting the world. Companies such as Procter & Gamble use storytelling to address issues that matter to the brand. For example, the company has launched a campaign to address unconscious bias in a multicultural world.

Human connections

The global health crisis has caused people to become more isolated and lonely in the last decade. As a result, we are spending less time interacting with other people. A new study by Genesys reveals that 2 in 5 people today feel less connected than before the pandemic struck. This disconnect has driven consumers to connect in unexpected ways. In a recent survey, more than half of respondents said they had called customer service to speak to another person. The results of this study show that brands should use human connections to make the best impression possible.

Brands that make human connections will build customer loyalty and lifetime value. Seventy percent of consumers expect brands to treat them like friends. As a result, brands that focus on the human experience will experience higher revenue growth and faster growth than those that don’t.