How to Prepare for New Branding and Marketing Trends Following the Pandemic
It's time to focus on the light at the end of the tunnel, rather than the darkness that surrounds you. We will overcome this time of isolation and feel invigorated by the victory. As a society, we will have adapted and innovated. We want to reveal how you can use this shift in consumer mindsets to your advantage.
“As the global fear evolves into a new range of emotions, it is important that brands are agile enough to reassess their strategies to be empathetic with their consumers. This thoughtful and gentle approach should be a key part of your organisation’s strategy.”
Illustration by Kasia, Buttercrumble 2020.
Following the pandemic, people's professional lives may remain shifted towards virtual solutions. Many of us will embrace the time and money saved by removing the commute. Therefore, the concept of remote working and virtual conferences will be increasingly popular amongst those who have adapted to this new way of collaboration.
That said, there will still be a hunger for quality human interaction. Once social distancing ends, businesses should focus on homely and welcoming design that engages consumers in a mindful ways. Consumers are craving trust and safety. Therefore, there will be an opportunity for brands to communicate with a more meaningful perspective and outlook on life. During the current crisis, consumers are looking to brand propositions to make them feel secure. Weariness will remain, so it's important you have genuine, heartfelt brand values in place.
The fallout of social isolation will be the impact on mental health. This is already a relevant issue which is increasingly discussed. Mental issues will become less of a stigma as new initiatives, organisations and technology help us express ourselves, on personal terms. Slow living will also become a mood booster, as many people are evaluating how their time is spent. Therefore, there is expected to be a resurgence in craft-orientated hobbies and cooking.
As we prepare for the light at the end of the tunnel, how can you nurture a cosy environment (digital or physical) for your brand? Here are our three key “wins” to take away:
Research and monitor your audience — in-depth — to measure changing emotions.
Embed comfort into all brand touchpoints, from design to communications across email and social media.
Maintain new customer expectations by offering more options, so they feel safe and in control of interactions (e.g. contactless delivery and virtual customer service).
This is the time to celebrate our community and humanity. Positive change is being made every day. Let's feel excited about how we can prepare for the future, so we are ready for it. Don't miss your chance to shine!
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