COVID-19 presents a number of challenges to brands and decision makers. As consumers take protective actions against the virus, their behavioral adjustments and health/financial concerns will continue to have a tremendous economic and social impact. Drastic changes in consumer behavior were seen in many areas that are affected by the spread of the virus such as bulk buying, a surge in low contact commerce.
When the pattern and context in which people live changes, brands should ask themselves what their best way is they can respond and add value in light of this new reality. There are several ways in which brands can utilize to help people to adapt to during this shifting context and support their behavioral changes.
Be A Source of Truth and Positive Impact
Brands can develop good consumer relationships just by being a positive and trusted source of information during these uncertain times. It is significant for brands to take the initiative to help stop the virus from spreading or to avoid other negative impacts on individuals.
Help People to Utilize Their Time at Home Effectively
Brands can look to help people make good use of the time they spend at home as an opportunity to be utilized during these uncertain times. Driving internalization of new habits is helping individuals to feel good about the way they spend their time. With many people adopting new in-home behaviors and activities, building positive associations around those behaviors will help to build motivation and trust toward the brand.
Learn from History
History provides evidence that brands can grow in uncertain times. Here are some examples of brands that have seen growth during the Great Recession: Netflix, Lego, Amazon, and Domino’s. These brands courageously expanded their horizons through innovation, alternative pricing models and transparency in communications.
Wise brand leaders are those who are always willing to be actively present and can emerge from this challenging period with stronger brands and a stronger consumer base, so when things eventually settle to the next new normal, brand growth still exists and can be sustained easily.