We’ve all seen examples of brands that have reinvented themselves almost overnight — shifting their operations and their marketing to keep up with customers’ needs. In the competition for attention, mindshare, and trust, these businesses aren’t merely staying in contention — they’re moving steadily to the head of the pack.
Strategy and creativity are essential to a healthy brand. But in the new normal, winning brands will also demonstrate agility. Here are a few tips to help you improve flexibility and responsiveness in the way you market your brand.
Pause any planned marketing — including social media, email or direct mail — and assess the content you’re putting out there. Make sure every audience interaction feels supportive, meaningful, useful, and respectful.
Recognize that everyone is dealing with the current situation differently. If your brand typically shows up with a little humor or attitude, consider dialing it back a bit to avoid coming across as insensitive. At the same time, content that conveys support and care can still be conversational — and even clever. Just don’t make light of serious issues.
Keep your organization’s goals, objectives, and strategies in focus — but also stay open to adjusting or even changing them. Then, communicate early and often to make sure your teams understand the need to take a different route.
People have questions. So be sure to offer regular updates and encouragement on social media. Observe the online chatter, adjust the narrative as needed, and address questions directly as much as possible.
Actions speak louder than words. State the new strategies, priorities, and messaging — and then allocate resources accordingly.
Now may be the time to adopt new tools and technologies to engage with your audience. Find out where they are today, and shift attention to those channels as needed.
Communicate — with clients, with customers, with internal teams, with leadership, and with anyone else who’s important to your business and your brand. Set expectations. Extend (and receive) some grace. Support hard work and encourage strong connections.
Practice these agility exercises regularly, and in time your business and your brand can grow stronger, more resilient, and better prepared to respond to change.
What’s working for you and your brand today? Does agility come naturally, or are your teams freezing up in the current state of affairs? We encourage you to share your experiences, and we’d welcome the opportunity to help guide you.