Updated: Apr 10
During times of social distancing and quarantine, it has become confusing as to what is right or wrong. As a business owner myself, I have come upon these questions and self-doubts as to how to handle my normal during these new times. I can assure you that there is no right or wrong. We are going through tough times and how we decide to handle them is alright.
What you say and how you say it is what really matters, after the outbreak of Covid-19 the doubt has become as to how to correctly brand and advertise. While these can align to bring out a stronger brand message, they are not the same. Advertising plays the role of informing, it's how the brand promotes itself, it's products and services. When it comes to advertising you are talking about making a transaction, selling out. Branding is far from that, branding is what others say and think about you. This is not something you can turn on and off.
Some questions have come up on how should a company be branding itself right now or if they should be doing it at all. But here's the thing, branding is not something you decided when or when not to do it, it's something that will forever stand, even if your silent your branding. Before during and even after Covid-19 people will still be talking about you, the important thing is how they do so.
We did some research on how other brands were doing to keep their branding alive and relevant. From companies like McDonald's, Audi, and Coca-Cola who separated their logos to promote social distancing. To others like Nike who posted early on social media "If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world." a strong message that resonated with their community. Other brands have also set their services to fight against this pandemic like Naheem Khan, Giorgio Armani, Valentino, Balmain and LVMH.
THIS is the importance of branding and it's value today is higher than ever. Because after this is all over customers will remember the ones that said and did something, the ones they know they can trust. Customer's behavior stems from your branding, make sure you know what, how and when you're saying it. Make every word count.
CNN Business "Companies are Redesigning Their Logos to Promote Social Distancing"