Rebuilding Brands Post-COVID

Rebuilding
Brands

Post-COVID

Over the past year or so, the COVID-19 pandemic has
changed the lives of humans forever on this earth. It has
affected the businesses, employees, consumers, and
corporate communications across the board in the business
world. Currently, brands face challenges reminiscent of
what transpired during the Great Depression nearly a
century ago. And it’s challenging to know what will change
in the market soon, and so to rebuilding brands!

Consumers use to pick these brands for their relevance,
status, authenticity, and reputation. But now, they are taking
more time to engage with brands having a purpose,
commitment, ethical values, and sustainable practices due
to the impact of the pandemic on their lives.

According to a global consumer study from a prominent agency, 75% of consumers observe how the
brands have been acting in goodwill during the pandemic. With that, these brands need to attune
themselves to the behavioral shift of the consumers.

Furthermore, they have to align their purpose with society to connect with their consumers personally and
attain long-term worth in their eyes.

Hence, rebuilding brands in this post-COVID era can happen only when the key dimensions of branding
are readdressed and priorities are set at the earliest.

How has the market changed for brands post-COVID?

It is a well-known understanding that the digital technology
revolution has been around for a long time. Whether it’s AI,
streaming services, social media, virtual money, and
e-commerce, all of these online platforms have already been
a part of people’s lives. Although the emergence of the
COVID-19 pandemic and the crisis that ensued in its wake,
people no longer came online; they began living online.

They started spending most days online in front of one
screen or another as their lives were restricted to their
homes. It has led to the phenomenon wherein the brands
must have a meaningful presence in the consumers’ digital
world to further their cause during and after the pandemic,
unlike the years gone by.

In essence, the market has changed in terms of brands having to weave themselves into the fabric of their
consumer’s online existence.

As per a survey in the Asia Pacific market segment post-COVID, 56% of brands and marketers in different
industries aim to maximize marketing ROI. Also, 50% are most concerned about sales of their brand, and 40% are
most concerned about sales-increasing efforts on brand positioning.

Moreover, the most interesting part of this survey is that 56% of brands and marketers are looking at digital
transformation as an important KPI for achieving their goals.

52% have allocated funds to build a long-term brand reputation rather than undertaking short-term marketing
activities. A drastic change in the numbers has occurred. It’s because of the permanent shifts in consumer
behavior and product preferences. Result of a crucial dynamic for rebuilding brands in the post-COVID era.

Ways to rebuild brands post-COVID

1. Readdress the brand’s mission

Often, during tough times, brands tend to lose focus from tasks that are critical to their mission. This deviates
them from their core values entirely. Caring for the revenues while, alienating the consumer base in the
post-COVID era must be the last thing any brand should be doing. For this reason, the brands have to
readdress their mission and put it as a priority in their day-to-day operations.

2. Put purpose at the heart of brand strategy

In the post-COVID world, the purpose is seen as a game-changer regarding brands attaining distinction from
one another. The brands must embrace the strategy that profit without purpose isn’t ideal and purpose
without profit is not sustainable. A purpose-driven brand can showcase passion and commitment towards its
people, consumers, and society.

Ways to rebuild brands post-COVID

3. Stay true to serving the consumers

Brands should focus on using data analytics in their digital strategy to serve the consumer’s evolving needs
and expectations. They have to improve their business operations and offer new solutions to complement
consumers’ quicker digital adoption. Setting the benchmark for digital channels is very important for brands.
This helps to thwart their competition and meet the changing priorities of their consumers.

4. Value the employees never like before

Employees are the backbone of any brand as they have valuable insights into all activities’ core functioning.
Involving the employees into the conversation that revolves around rebuilding brands post-COVID is a key to
valuing their efforts. Brands should ask their employees for new ideas to ensure that they can achieve the
right brand culture.

Takeaway

During the COVID-19 pandemic, brands find it difficult to navigate through challenges faced by their
audiences. That’s where these rebuilding brands have to take the necessary steps; Tuned to the
ever-changing needs of their consumers and employees for staying afloat in these abnormal times.

Leo9 Studio is one of the top brands in the market. They continuously provide design solutions to
companies looking to attain success. They have been using their globally acclaimed design
technology to ensure that the services are based on the latest demands of companies. These
companies are looking to upscale themselves in the post-COVID era.