What Should Your Brand Be Doing Right Now?
Author : Jeannie Vondjidis-Miller, Brand Practice Leader, Partner at Ascendis
One thing I think we can all agree upon; a pandemic has a way of refocusing our thoughts. If you weren’t asking yourself some hard questions before, you probably are now… an existential threat has a way of doing that.
I work with clients to help them design their brand stories and central narrative. This is impossible to do without thinking about the future.
Fact: no one really knows what the world will look like and how we will all change. That level of understanding will only happen when this is all behind us. But since I am in the business of strategy, I have to look ahead, and here are some of the bets I am making about our (near) future selves. First, we will become more intentional and more specific in our choices. We will want fewer but better things and experiences. Second, we will watch and listen more closely than ever before to what brands say and do.
So how does this translate into action for a brand?
If you do not truly understand your brand value, this is a good time to figure it out. Define what your brand is really about and align it with actions that will benefit your customers in an on-brand way. Everything you do is a sign.
Design your brand incorporating a customer experience mindset. Listen to your customers constantly and Identify every interaction that has the potential to change a customers’ feelings towards your brand. Every part of your customers’ journey is consequential and every channel has its idiosyncrasies. All the interconnected interactions make up the brand story. Deliver your promise where it counts.
If you are a brand playing in the realm of prestige, consider re-examining whether the old playbook will still work as consumers rise from self-esteem to self-actualization, down to safety needs. The paradigm is changing as the desire for comfort, safety, stability and nostalgia grows.