At the time of writing the weather has changed to Spring sunshine and we are all trying to co-exist with Covid while watching Russia invade the Ukraine, displacing tens of thousands of people. It is fair to say that we are living through some of the most turbulent times in recent history. Our branding needs to stay relevant and keep connecting to people – but how do we do that in such an unpredictable world?
Be honest and authentic
Keeping calm and carrying on is always a good strategy when it comes to challenging times. But that doesn’t mean we should ignore the elephant in the room. We can be positive without pretending that everything is business-as-usual which can come across as insensitive. Brands of all sizes are running fundraising promotions for the Ukraine right now, whether it’s global brands allowing customers to convert reward points into resources for refugees or local businesses acting as donation points for supplies. It doesn’t have to be much – just a graphic on your social media, a landing page or a line or two of text on your print can let your customers know that you care and want to help.
Show your true colours
If the pandemic taught us anything it was that we all have our challenges and that we actually connect better when we admit this. All our customers are probably feeling relieved to be out of winter but helpless and sad about the state of the wider world. Campaigns that reflect that are likely to connect with them. It might be as simple as creating messaging along the lines of, ‘we know things are tough right now …’ or maybe even helping to promote wellbeing advice and services alongside your own products and services.
Change the things you can
Conscious consuming is no longer just the responsibility of bigger brands. Now everyone, from sole traders to high street solicitors, needs to show they are doing their bit to make the world better wherever they can. Whether it’s adopting local causes and charities, campaigning in the local community, offsetting carbon impact or making sustainable choices. We can advise you on eco-friendly options for your marketing or how to get your messages out there via sensitively designed print or web.
However you want to communicate in an ever-evolving world, we can help you. Call us on 0208 590 0922 or email us at info@marcomedia.co.uk and let us help you keep in touch with your customers during difficult times.