With businesses all over the world becoming severely hampered as a result of lockdown measures, brand-building has become one of the most important activities that every marketer should focus on as we ride out this pandemic. While few would disagree with this advice, many are at a loss on what this means on a practical level. How can we build our brand amidst these uncertain times?
Margaret Molloy, Global CMO of Siegel+Gale, defines brand as “a promise kept”. Branding encompasses much more than just the business’s aesthetic or looks (ex. logo, colour palette, etc.). Branding is more so about the experience that customers or clients have when they interact with the company throughout the marketing cycle.
The brand experience includes culture, ethos, and people. It does not aim to reach potential customers logically but, rather, emotionally. The value of the product, therefore, is not found in the product itself, but in how the product is perceived. “We want to create an ‘unboxing’ experience with our services,” says Richard. “What we want is for somebody to enjoy the process of working with us so much that what we actually deliver becomes irrelevant.”
Key points discussed:
- Defining “brand”
- How do businesses build brands that, by extension, build loyal audiences?
- What can marketers do to produce amazing content that is timely, but not opportunist, amidst the COVID-19 pandemic?