CHARITY AND BRAND AWARENESS DURING LOCKDOWN
If there has been one thing that has been consistent since March, it is that thing are constantly changing. Day by day we face new information, new guidelines to follow, new things to worry about. Inconsistency and information overload are two major things that cause consumer not to buy. Unless you are supplying necessities, it goes without saying that it’s not a particularly good time to be selling. However, it is still a great time to raise and maintain brand awareness.
At this time there is a temptation for businesses to simply put everything on hold until the lockdown is lifted. This is likely to lead to a decrease in brand awareness and long periods of trying to build momentum again. We instead suggest that you make the most of the time and resources to both improve your business and help others in this time of need.
One excellent way companies are doing this is by discovering assets that they can deliver to the public for free. The good thing about businesses at times of crisis is that they each possess unique assets that van be used to help others. Now is a great time to ask yourself if you have any assets that others really need at the moment. If you can help others access in-demand items such as toilet paper and hand sanitizer then doing so will provide a priceless service for those in need. Outwith the humanitarian benefits, this can help build positive PR for your business which will likely come in handy in a tough economy. Charity, in the form of corporate social responsibility, has been used to generate goodwill towards businesses for years, we are just now entering a time where businesses can help people even more directly as customers are much more likely to need help.
A great example of a company going all-in on this idea is little caesars pizza who have pledged to donate 1 Million pizzas nationally to health workers in America. Not only are they providing value to people who are on the frontlines of the battle against the global pandemic but they are also generating great PR and keeping their brand at the forefront of consumers minds. Read more about their pie it forward scheme here.
MARKETING FUEL
All businesses, at their core, should be founded on providing value to their customers. Now is the time to dig deeper, ask yourself what assets you possess that can be given to people for free who aren’t in a position to buy for you at the moment. If you wish to remain at the forefront of consumers minds once this storm has been weathered, now is the time to provide all of the value you can.
About the author: Vincent Bissette is a freelance Brand Strategy and Design Consultant with over 30 years experience of branding and rebranding businesses and organisations, systematically, thoroughly and objectively. He has worked in major Design Consultancies as well as having run his own agency for 25 years, working with SMEs all over the UK to help them modernise their brand, grow their business, attract new customers, penetrate new markets and increase their sales, market share and profit. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. He’s a creative, strategic thinker and problem solver with a wealth of experience in diagnosing trouble spots in brands and discovering their strengths, weaknesses, opportunities and threats. Now based in South Lanarkshire, Scotland, he works throughout the entire UK..
Get in touch with him on Linkedin here
