How’s your brand’s health?

Whether things are in limbo or you’re charging ahead like never before, what you do for your brand right now will speak volumes when the world rights itself.

We’re all in uncharted territory – a unique situation that warrants a unique check-up on brand health.

We’ve spent a lot of time building brands and protecting them through good and bad. So we’re sharing our check points to dial in on ways to nurture your brand health now, and continue moving it forward in a post-COVID-19 world. Follow along with our 4-part series:

• Check your relevancy
• Check your transparency
• Check your purpose
• Check your post-quarantine communication plan

Part I: Check Your Brand’s Relevancy

COVID-19 has changed a lot of things in communications and marketing, but it hasn’t changed one thing: the need for brand relevancy.

Why is brand relevancy as important now as ever before? Relevancy can equate to revenue growth. Data shows that revenue growth of the most relevant brands outperformed S&P 500 average growth by 230% over the past 10 years.

We know brand relevancy matters. So how do you maintain it? Here are three relevancy checks to make during COVID-19.

1. Is your message on topic?

While COVID-19 has brought some things to a halt, many brands, particularly those deemed essential, have kept normal operations running – and then some. But even if COVID-19 isn’t impacting your latest product introduction or you’re still meeting sales goals, is there a need to adjust your messaging? Are there ways to talk about brand benefits within an environment flooded with information about COVID-19? What about sharing acts of good that the brand is doing to support customers and communities in this time (more on this later)?

2. Is your tone right?

Things certainly aren’t business as usual, but your customers still want to hear from you, and they’re grasping for any sense of normalcy. Market research finds consumers think the current context needs to be addressed in communications, specifically advertisements. So it’s important to strike a balance in the tone you take: be empathetic and understanding while positioning your brand as a trusted source in a time of uncertainty.

3. Are you being heard?

Internet use has jumped as much as 70% since COVID-19 hit the U.S. This is where people are spending their time. How are you creating digital community with your brand in a time when everyone is sheltering in place? Revisit your SEO strategy. Check your social media content calendars. Consider what communications channels are most relevant right now. Adjust your digital presence so that customers can see, hear and find you. And, assess what your competitors are doing, because now is the time to maintain your share of voice.

Staying relevant is as important today as it ever was, but in order to be useful and add value, you need to recognize that your brand must be nimble and remain customer-focused to stay top of mind. Up next – we talk about the importance of open and ongoing communications to stay top of mind.

Have questions in the mean time? Let’s talk.