Brand positioning is strongly influenced by the circumstances around the company and the world.
Even the biggest industries can be found wanting, making businesses reconsider how they market themselves and interact with the community.
We look at how brands can react to changing environments and the best ways of positioning a business. There are three ways that brands can position themselves as helpful to their employees and customers which will be beneficial for the company in the long term.
Communication is always at a premium for marketers. Customers, suppliers, and employees want to know how any brand changes are affecting them and what the next steps are.
The worst thing a brand can do in such a situation is to keep silent—even if you don’t have a concrete answer, let everyone connected to you know that you are working on it.
If you have to set up new policies such as reduced store hours, or health and safety measures for in-store employees—let your staff know.
The same goes for suppliers—can you pick up stocks you had pre-paid for? Is there a contactless way of delivering goods and services? Can shipments be rescheduled?
Let your customers, as well as the community, know what you are doing to keep everyone safe.
Also, never assume that people will search for your content—make sure you send out your messages to where people are.
There are numerous tools you can use to communicate with your team and beyond in creative ways—such as by creating an infographic, or using tools Slack, Skype, and social media.
Being transparent and honest in your communication will place your brand in a good position to retain customers and goodwill.
More Relevant Content
Creating relevant content can be challenging at the best of times. Marketers look through annual calendars to mark down dates of significance to build content around.
But there are constant changes around the environment and brand that can impact how the content is received.
This means being on top of the global situation and current news before developing content.
For brands that don’t already do this, make it a habit to look through your scheduled content and ensure that nothing that could be affected by recent changes is going out.
After all, you don’t want people to see a post about registering for an event after it has been canceled or postponed. Instead, if possible, create content that will help people deal with a changing situation.
For example, brands can offer tips on creating a consulting report to engage with clients during slow periods like the holiday season—and use case studies to illustrate their points. Brands can step in to physically help those affected.
But they can also develop content around how people can get the supplies and food they need or how to donate to charities.
Sharing ways to stay optimistic is another great way to positively impact the community.
Your content should also focus on ways that your company can make the lives of your customers or the community better.
Does your brand have productivity tools that would make it easier for startups to grow their businesses?
Do you have educational or instructional content that adds value to people’s lives?
Positioning yourself as a brand that creates content focused on aiding people will stand you in good stead, so avoid sales-focused content all the time.
Pivoting to New Avenues
There are many reasons why a brand would need to pivot to new avenues. Some of the biggest companies as we know them now pivoted early on to become household names.
Twitter started life as a podcast-sourcing company before it pivoted to social networking and became a behemoth.
While sweeping changes can be difficult to implement, companies that have acted quickly by following the numbers and the needs of their customers have seen eventual success.
When sales are dwindling, brands that have stayed afloat have done so by exploring new sales avenues that still focus on aiding the community.
Many have found that focusing on in-store customers isn’t enough to reach revenue goals.
On the other hand, delivery, ecommerce shipping, or offering pickup options have led to positive increases in sales margins.
Pre-ordered items or services that are set to be delivered or rendered later are allowing businesses to bring in revenue sooner rather than later.
Many businesses have set up a voucher system which helps to generate leads and revenue—vouchers can be purchased immediately but redeemed later, ensuring that the bond between customers and brands remains strong.
Brand positioning is important no matter the circumstances.
And those that position themselves well—and are lauded for it—are the ones who stand by their employees, pivot to new revenue streams as the market calls for it, and keep lines of communication open.
Ronita Mohan is a content marketer at Venngage, the online infographic and design platform. Ronita regularly writes about design, content marketing, small businesses, pop culture, and representation.
Last modified: June 29th, 2020