4 examples of brands that have managed the coronavirus crisis. By focusing precisely on brand identity.
A year has now passed since, for the first time. We found ourselves faced with the concrete problem. Of a health emergency and with the need to stay inside our homes. A situation that has created many difficulties. But which, in some cases, has also generated new perspectives. And new entrepreneurial possibilities .In fact, when everything around us changes. Is it possible to remain identical to ourselves? And how to adapt so as not to get overwhelmed? These are the questions that have driven the online – and otherwise – actions of many big brands. Thus communication underwent an almost immediate change . Themes, contents and tone of voice. The common thread is the brand identity which. Appropriately managed, has guided many brands to greater empathy towards people.
Why focus on brand identity in times of crisis?
A very complex and delicate job: reviewing communication and marketing . A big obstacle to overcome for every brand. Many questions that have found an answer starting from a single element. New Data Yes, because when everything around us. Collapses what holds us together is our identity . Or rather, the brand identity. The personality and values remain the same as always for every brand. And they represent the point from which to reorganize. At a time when the economic crisis has affected the purchasing and selling mechanism. Many companies have decided to deepen and enhance their brand identity. The target? Listening to people to understand new needs. Developing greater empathy, moving communication to a more human and less corporate level . And supporting the public in this confusing and stalemate phase. In short, be there. Be there with clear and coherent values, voice and actions.
How brand identity helps success in times of crisis
The big brands have faced the pandemic by maintaining their values firmly . And, indeed, aiming to make them emerge more clearly through communication . B2B Phone List In this way, each person was able to recognize themselves in those values and feel them even more. And also feel the brand much more present. Undisputed protagonists in times of crisis, values . Values put under the spotlight by working on some elements of the brand identity:
Logo . By making small changes, so on never lose recognisability. The logo can already underline some messages that. The brand wants to convey in a strong and immediate way,
Tone of voice . The challenge for communication. When there is a crisis is to be able to talk to your audience. Promote positive and reassuring messages. And recognize that on the other side of the screen there are real people. Thanks to its versatile nature, tov manages to do all this for a brand. It can modulate based on the context that expresses greater empathy and sharing pays off.
