Tag: Branding

The challenge of bringing our DNA in the physical world to digital interaction.

The pandemic has forced brands to redefine the journeys their users make, and to learn to detect the key moments that occur in the digital environment. A crisis that has exposed the importance of each brand knowing its consumers and being able to anticipate what they are looking for.

We are at a time when digital events, actions and interactions are stronger than ever. And, whether physical or digital, we must continue to be equally demanding with these experiences so that the essence of the brand is not lost and so that they continue to be recognisable, unique and immersive. Because we must not forget that digital does not have to be impersonal.

Anticipate and create real value.

We always talk about brands being and behaving like people. At a crucial time like the one we are living in, in which consumers demand more human interaction and brands that are at their side, details such as asking how you are, what you need, how that product is doing, or simply being accessible, make all the difference. This is where the real interest is shown, the one that goes beyond the commercial benefit.

Companies have their finger on the pulse of society before institutions do, allowing them to anticipate and create real value for their consumers. Like the insurance company that has created a digital consultation service that saves you from having to travel to your health centre. A good example of how to make this ‘human’ attribute tangible in a clear action plan from which the user benefits at every point of contact.

Everything is changing.

We have seen an avalanche of brands redefining their offering in a matter of days. Transforming their processes to stay relevant (and profitable). Expanding sales and service channels overnight. Moving from physical to digital in an express way. Reinventing the way you communicate your what, your how and your why. OK. But why do it in a mimetic way, why let ourselves be carried away by inertia and “me too”?

The new normality opens up a scenario of opportunities, of new models, new forms of expression… where the creativity with which we approach them will make the difference. A credibility that in no case should mean losing the focus of what we are as a brand.

People first.

Brands, whether they like it or not, represent values, values inferred through their behaviour. They play a fundamental role in society, especially during and after crises such as the one we are experiencing. This is demonstrated by the data that Edelman published on trust in brands in times of COVID-19.

Brands need to get involved. Protect the well-being and safety of their employees. Be a safety net to fill the gaps in government response. Change even business as usual to help meet today’s challenges. Put people before profits.

Is it asking too much of brands? No. Because brands, today, are built to make a mark.

This is serious.

It’s not about separating the elements of your logo as an invitation to social distancing.

It’s about doing and helping to do.

It’s about creating community and facilitating connections. It’s about providing information. A lot of information. And a lot of listening.

It’s about having unprecedented adaptability. It’s about presenting yourself as part of the solution in the areas surrounding your brand. That will be the key to success. It is more than ever about defining your purpose in this new scenario.

And to fulfill it.