How Can Branding Help in a Pandemic

Even if you’re not amidst a global pandemic, branding is usually not the first thing that business owners think about.

Certainly, branding can be a big investment to consider. And the benefits are not always clear. But what is branding and branding strategy in a nutshell, and how could it help in a dire situation we’re facing now?

Most of us know that branding is not just a pretty logo.

It’s a strategic plan for your business. A map that outlines weak spots, strengths, opportunities, and more. It might not help predict the next COVID-19, but it will help you keep driving your business forward when you’re faced with the unknown. It’s a tool that can help you identify ways in which you could pivot.

Well, what good is branding to me now, Ilya?

The good news is that branding is a long-term game. And if your business is still running, then you can start prepping your business to be more adaptable to change today.

The action you take now might just lead to an even more profitable future than you imagine.

So let’s talk about how branding can help you gain momentum back in this more volatile season.

Step 1: Start thinking about your business long-term

Ever heard of the Sigmoid Curve? Whether or not we are in a pandemic or a recession, Sigmoid Curve happens to every business. And we always need to be prepared for the next dip. Making sure we know how and when to start up a new Sigmoid Curve.

Yes, you need to find ways to survive and weather the storm right now. But also, stop thinking about just 2020. Start thinking about what you could do in 2025. Or even in 2030.

In order to think long-term, you need to establish a branding foundation.

A great start can be by defining your Vision, Mission, and Values along with a Unique Selling Proposition. Establishing these brand components can help you determine what is the next line of product, service, or market you can jump or pivot to. Grab my free copy of the Brand Guide and worksheet to help you identify these for your business.

Step 2: Spring clean your brand

During the ‘normal’ periods we tend to get busy. Too busy to take care of our brand. Branding and marketing take a backseat. No time to upkeep your website or reorder stationery. This happens to most of us. But now is the time for some branding upkeep and spring cleaning.

Look at refreshing your website, adding new content, or analysing the collected data to see if you need to adjust your messaging, call to action, or your value proposition.

Or maybe this is the perfect opportunity for a ‘fresh start’ that your business has been waiting for? Perhaps spring cleaning might mean finally getting a long-overdue rebrand, a brand refresh, or just an updated logo that is more reflective of your strategic new direction you defined in step one.

A new visual identity can help you to clearly communicate who you are and what you stand for. It can help you connect with the right audience and build (or regain) trust. So it’s definitely worthy of an investment if it feels dated or inconsistent.

Step 3: (Re)Build your brand by growing your audience

There is nothing shameful about updating your operations, services or branding to reflect your updated vision. Or talking about it to your audience. However, chances are, if you’re weathering the storm right now, that’s because you can’t rely on your existing client base to sustain you.

By going through the first step, you might have identified a new niche to pivot to. Now you need to reach that new audience who might be interested in your new or updated products and services. Even if you’re not ready to actively sell right now, that doesn’t mean you can’t start building your new community today.

Focus on growing your email list by sharing your best tips, insights, advice, and ideas with your prospects. Or better yet, create a practical tool that can help your new audience gain a small win, by giving away a Lead Magnet. You can learn about growing your email list by using lead magnets in my new class on Skillshare here.

Step 4: Embrace social media

Yes, I’m a firm believer and advocate for building your own email list, as technically audiences on other platforms are ‘owned’ by the platform. But it’s undeniable that in today’s world, social media has an unbelievable reach. In some cases, and depending on your industry or niche, if you’re not on social media – you might as well not exist.

A lot of people are still in lockdown, with more free time than ever before. Most of them are spending it on social media. Some of them with disposable income that would have normally been spent on travel or daily cafe lunches.

The bottom line is there are many more potential eyeballs on your brand and business through some of those platforms. You can take advantage and get yourself on social media, pronto. Again – step one can help you determine the right type of customer to target, as well as the best social media platform to set up on. i.e. Instagram might be a good place to target 1 on 1 coaching, whereas LinkedIn might be better for B2B services.

Now Over To You

Will you be actioning any of these ideas in your business? If you have any questions about how to implement these strategies, feel free to reach out via email or on Instagram, and let’s get a discussion going!

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