How to Foster your Brand Identity and Storytelling during the Crisis Times

During the difficult times of the COVID-19 outbreak, many companies fear for their survival and longevity in the market. As a matter of fact, the pandemic will affect many brand identity on the long run.

While facing a global crisis might not be easy, it is important to remember that those that thrive through such situations are the ones who adapt. Therefore, this can be a great opportunity to find new ways to express your brand’s identity and story.

What most people want to feel during times of crisis is that there are others out there that care about their needs. Your business needs to cater to this need and make your storytelling all about it. In order to help you achieve that, here are some of the best ways to help you foster your brand storytelling in difficult situations.



Creating and Perfecting Your Brand Identity

A strong brand identity doesn’t happen overnight. In fact, this is something that you have been building over time.

In order for your business to be more relevant in the market, here are necessary steps to creat a strong brand identity.

1. Start with a change of plans

The very first thing you should consider doing during such times is changing the marketing strategy you had planned in advance. There are many situations, where your original plans might not help you adapt to an unexpected crisis. Making new plans and adjustments to your old ones; this is normal and expected when things go wrong.

In order to tell your story effectively, you need to be able to go with the flow. Also, stay in touch with the reality around you. A happy message might not be as appreciated as an empathetic one when people are struggling. These are subtle but important changes you might need to make your marketing campaign. Also, this should go with anything else you might have planned to release.

Therefore, you should change plans in regard to your sales, promotional emails and other marketing strategies when needed. Your brand needs to be able to follow the times your customers are living in and offer support. The more your promotional strategies fit the current situation, the more people will be interested in your brand; and what it has to offer.

2. Use SEO to your advantage

One of the things that many companies don’t think about when it comes to storytelling is promoting it. You need to find the right tactics to make your storytelling easily discoverable by the audience you are targeting. SEO offers a great way to achieve this which is easy to use and effective very quickly. What SEO does is help you produce keywords and phrases which will help make your content more discoverable on the various search engines.

The main thing you need to know is how to create and use the right keyword and phrases for your content. There are plenty of tools such as Google AdWords, Keyword Tool and Studyker which can help you achieve just that.

3. Cater to your customers’ needs

One of the most important things you need to remember when it comes to the story of your brand is that it is entirely not about you. Through storytelling, you expect to reach out to your target audience and cater to the needs of your customers. During crisis times, there is a demand for certain markets and you need to be prepared to adjust if you wish to cover it.

This might sound complicated but it can be as simple as changing your shipping methods; or offering free shipping on all orders. Small changes show a lot about the ethics of your company and the way you prioritize your customers and their needs.

You can also create smaller promotional campaigns if any anniversaries of your company happen during crisis times. If it is a situation such as the current global pandemic, everyone will be happy to see some much-needed positivity in an email. You can share a piece of your company’s story and tie it with a nice gesture of a discount code. You can even implement this tactic a few times during the crisis. This will help your customers positively associate your brand with the current situation.



4. Use the right tools to your advantage

To build a perfect corporate brand identity, you need to use the right word. Additionally, use the right tools to complement your actions.

Your content marketing strategy should be top notch; it will play an important role here. Using the right words to attract the right people means that everything you say to your customers should be well put-together. Your story, apart from creative and moving, should also be free of certain simple mistakes.

Grammar and spelling mistakes can make your written content seem unprofessional and messy and it can negatively impact the opinion of your customers.

You can easily avoid this issue by using simple tools to edit your content such as WriteScout, Grammarly and ClassyEssay. In addition to these, proofreading can be done through Hemingway Editor and TopEssayWriting. Such tools are available through times of crisis and can help you achieve professional results without any trouble from your side.

5. Show a more human side

Last but not least, during crisis times it is truly important that your brand identity remains authentic and approachable. You need to make sure that your customers feel that you are there for them at all times and that you are genuine. There are different ways for you to achieve that and the most common one is through social media.

Social media platforms give you the opportunity to promote your brand’s story exactly the way you like it. You can use audiovisual or written content which you can create by yourself; even spontaneously through the story options many platforms offer.

“Giving your customers an inside look in how you and your employees work can really help strengthen your brand’s storytelling. You are essentially inviting your customers in and letting them see how hard you work to provide them with the best services possible”, advises Mary Young, a social media manager for Subjecto.

Author: Estelle Liotard.

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