It’s challenging to think beyond the devastation of coronavirus but with increased government support to fast track businesses to get back on their feet, things are finally looking up. Yet the strongest survivors of the pandemic won’t be the businesses who “get back to normal”, it will be the ones who progress to where they want to be. Many businesses have truly thought outside the box during the peak of the pandemic, yet this innovation should not just be an emergency adaptation - it is a unique opportunity to rethink. Investing in your business growth doesn’t have to just be a bounce back, it can be a bounce forward.
It’s time to re-frame what we’re doing through the lens of covid-19, beyond the here and now. As much as we’d all like to see the back of coronavirus as quickly as possible, its effects may linger for much longer. Whether it is just a refresh or a complete rethink, the coronavirus presents a unique opportunity to adjust what you’re doing, to invest in growing your brand. The scoreboards are reset to zero - so what are you going to do to make sure you come out with the highest score you can?
From surviving to thriving
Where do you see your business in the next two years? Likely, covid-19 has impacted your daily operations but how has it affected your vision for the future? Although it has put many of us in difficult positions, thinking forward does not mean compromising our ambitions or that we can’t think about brand growth.
In fact, that’s exactly what we should be doing. The pandemic has given many of us time to think, to re-evaluate. If it has inspired you to write a novel or to start learning French, can it inspire you to think about your marketing strategy? It is time to proactively think about our big picture goals. Navigating closer to these objectives may seem challenging in uncertain times, but that doesn’t mean we shouldn’t identify them and start that journey.
The crisis has shown how important adaptation is, but it has also highlighted the importance of getting ahead. Realising what you need to do to grow your brand could be the silver lining you’ve been looking for. Understandably, most people have been focused on keeping their business afloat up until now, but we need to start considering how we can thrive in the long term.
Who are you really?
Now you’ve had time to think about your brand, can you sum up what you do in 30 seconds? What are your values? Having a clear message is more important than ever, and this needs to translate across the entirety of your brand; from your logo, to your website, to your content. You want this to reflect not only who you are as a brand now, but who you want to become. Your brand needs to have a personality that your customers trust and want to buy into, ultimately increasing your brand reach.
Do you still know your customers?
It’s not just businesses who have had to adapt, your customers will have adjusted to life under lockdown. You have had time to reflect and rethink and so have they, their priorities, hobbies and interests may have shifted and 71% of people have altered their buying patterns and behaviours. Even if you knew your customers inside out before the pandemic, they might have different wants, needs and behaviours now. Understanding this new version of your customer is crucial to know how to resonate with them. There is a pivotal opportunity to pick up on these changes and engage with your loyal customers in new ways - as well as reaching new ones.
We know not everyone is trying to bounce back. For some businesses, covid-19 has pushed businesses to successfully innovate such as restaurants, alcohol deliveries and some more niche services as we adapt to life from home. That doesn’t mean it’s time to relax just yet. Although we’ve all had to adapt once, the playing field is about to become more competitive. People might launch that venture they’ve always dreamed of, inactive businesses may return, your competitor that is convenient to where your customer works might take their trade. When customers have more choice at their disposal, how are you going to remain their first choice? Marketing can help you to ride the wave of popularity and move forward.
Are you ready to grow your brand?
Whether this time has paused your a-game or forced you to transform your business model in ways you never expected, now is time for change. Businesses can use this opportunity to get back up and run faster than they ever have before. If you want to come out of the crisis as a frontrunner, you need to get your values and vision in place for the future to get heard through all the noise and build your brand.
If you need support to help your business bounce back and thrive into the future, please get in touch. We’d love to hear from you.