How to Maintain Your Brand Image in the Post-Pandemic World
By: Antonia Ava Posted on Fri, 07-08-2020
World War II reshaped the superpowers of the world, and once again the world is going through a major shift owing to the pandemic. Businesses, big and small, all are facing the dooms and damages done in the wake of COVID-19.
Is it wreaking havoc in the society? Sure it is doing, air travel hit hard, schools shut, sports league canceled and not to forget the big technology events canceled in the wake of the pandemic, has us brace for the worst. But we need to live with the forthcoming crisis and its after-effects.
At one point pandemic will slow down, and come to end (for good) which brings our concern to the post-pandemic conditions. Being a part of the business world means you need to stay calm and compose for the future. Business leaders are already planning things in motion and finding equivalent ways to keep their business up the float.
As lockdown is slowly easing in most countries, it’s time to come with strategies to maintain your brand image.
Time for Old Introductions – A Post-Crisis Planning
If kids do not study during summer vacation they tend to forget their lessons right? The same goes for businesses. Consider it like this; your business is coming out of hibernation which means you need to reintroduce yourself to your customers.
The business still exists and so does the customer, but after the pandemic, you will need to stir up a strategy to boost sales. Change is a must and pandemic will result in drastic market changes. Customers’ needs and wants will vary and priorities will change too which is bound to affect sales of products and services.
So the best way to communicate with customers once again is to keep good communication. During the pandemic, online sales were boosted, and like most businesses, you might also have posted new deals; discount offers, or any change in the policy on social media to keep in touch with customers.
Now is the time for you to let customers know you are not out of business and still available. Going radio silent will kill your sales instantly.
Time for New Strategies and Organization
Coming up with brand new strategies should be the new focus. To manage the risk and expense it's in the best interest of the business to keep the planning short term (minimum 6 months) and move accordingly. The radical shifts in pays and employment rate are going to affect your business more than usual so you need to keep this factor in mind too.
Aspiring to maintain your brand image? keep three things in mind;
- Prediction – new probabilities
- Adaptation – changed situation
- Resilience – decision-making process effectiveness
These three points cater to the future of your brand. The business model will change and needs adaptation according to the new surroundings.
For instance pay per click (PPC) is quite cheap which can bring traffic to your site. A paid ad has the same effect and can become a factor to boost the ROI of your business.
How much to invest in your business?
If it's a B2B sales, even pandemic cannot stop the sale. For instance, if you work in the healthcare industry, it is sound to make a long-term investment. If you are middlemen, a raw material source, contact your clients (B2B) to make the new deals and decide the rater per supply. You can assess your platform, process, time estimation which helps you to decide whether you can do the business for long-term or short-run.
Have a proper check and balance with the lead management to discuss new opportunities. Also, go for inexpensive methods, for instance, you can hire marketing translation services but keep the focus on the local market and then gradually plan to tap into new markets for your products and services. This way you can diversify your investments with potential clients.
Transform Business Practices
During a pandemic, businesses shifted to work from home, online communication is still high which means you can focus on using the similar work routine but in a proactive way. One benefit is you can shape your practices in a new way.
To become part of the next generation of businesses, you need to focus on
- Winning customers
- Channels
- Industry profits
Online stability can bring the desired effect on sales. Improvise with the marketing strategy and translate the website and app (if you have any) to provide foreign users with a localized experience. Comfort use is what an online user is catering to these days, so it will help indefinitely.
Prioritize Your strategies for Localization
The industrial landscape will look different in the post-pandemic world. Trends will change and fad trends will come into sight more than often. Remember, growth will be slow and for many brands, COVID-19 is the final chapter. If you are slow to move and plan this can be your fate too.
Plan carefully and become active on social media even if you haven’t used it before. Another effective way to strengthen your position as a brand is to tap into new markets. Website, app, and product localization is a life savior in this case. You can become a preferred choice in foreign markets, provided you offer the audience with a localized and personalized experience by localizing your brand as per their cultural preferences. Channel the marketing translation services to adjust to the new market and renew your SEO practices in the native languages of your target markets. This way you can branch out faster and smoothly.
You can hire a professional language service provider to localize your strategies for the foreseeable future.
Prepare for Foreseeable Demands
To recover with your neck held high, learn from the Chinese businessmen. Economic recovery can be faster than your expectations. To capitalize on sales and accessibility in the market, start assembling the product lines, and take proper precautions while you do so.
Even with supply chain management, supplies can halt so be prepared for every possible scenario. An active customer representation will work in your favor. Keeping the pandemic in mind is subtle about the in-house changes in productions and supplies. Implement one plan at a time to fulfill the market needs that's when customer representative comes handy. They keep a thorough eye on the foreseeable demands and aid to retain your brand image.
Bottom Line
The crisis is not over yet; the best you can do is embracing the current conditions and improvise with tools and technologies to do your best. Redefine your goals, and be consistent in your efforts to keep the audiences engaged and you will surely make it to the future.
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