What people want today is stability, security, confidence, and connection, and satisfying these emotional needs is the opportunity before all brands right now.
Whether you’re B2C or B2B, how your customers or supply chain channels will behave when we return to work and in the months afterward is largely unknown. It appears likely that brands will be competing for even more limited mindshare than in the pre-Covid days when a consumer could recall at least three brands in any category. Instead, we’ll soon be seeking mindshare amidst further constricted awareness that is focused on a different and narrower set of priorities. The success of your brand in forging new and profitable relationships under these altered conditions hinges on your ability to recognize and speak to new priorities. To return to pre-Covid stability and revenues, you’ll need to tell a fresh new story that starts with reframing and reenergizing your brand.
Businesses sometimes confuse any new change to their appearance or messaging with rebranding, but reframing is not rebranding. Your brand won’t change by reframing your brand experience. That bears repeating: your brand won’t change. You are who you are. What is important to you now, the core values that shape your company culture and define your brand—these things haven’t changed. Reframing you brand simply means that you’re taking time to take a fresh look at your customers and prospects. They have changed. And in response, your messaging and the ways that you conduct business will most certainly need to change too.
To make these changes, you will need a new understanding of your audiences. What are their priorities now? Where do your products or services fit into their priorities? How have your competitors adapted and changed? How will changes in your competitors impact your business?
There are many questions to ask, and you’ll need to ask all of them because you need the new answers, not the old answers. Reframing your brand is less about setting goals and knowing what you want and more about knowing what your customers want. You are not the main character in your new brand story. Your customers must play the lead role, and you’ll need to tell a relevant story with fresh content and messaging that speaks to their new realities.
Strong brands, like Omni Hotels & Resorts, are already demonstrating their understanding of the changing consumer mindset by evolving their imagery to speak to a broader audience. This brand’s modified messaging shows that while we are “in this together at home,” we are also dreaming about a time when we can get out and explore. This is where the reenergizing starts. By reframing the brand in the context of the current climate and reaching out to a broader audience, the Omni brand reenergizes existing clientele and engages new audiences, too.
Similarly, museums, wineries, symphonies, and other experience-oriented organizations are reframing their brands and reenergizing their audiences with dynamic content surges that keep their venues top of mind and remind patrons and visitors of the positive feelings they’ve come to associate with visiting those places.
We will recover from this experience, but how well we recover is up to us. It may feel like the whole world has been on pause, but our stories aren’t going to just pick up where they left off. We decide what happens next.