We’re living the new normal due to COVID-19 where social distancing, staying at home as much as possible, washing our hands frequently, and wearing masks every time we leave the house have all become the new norm. Although the things happening all around may bring a lot of uncertainties and stress, it can be a time to look for unique opportunities and provide unrivaled value through your brand. In this episode, Gerry Foster tells you not to put a mask on your brand! Your brand is essential to the problems you solve in making the lives of your customers better. Don’t slow the spread of the amazing value your brand has to offer.
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Don’t Put A Mask On Your Brand!
As we all know, times are crazy right now. Because of COVID-19 social distancing, staying at home as much as possible, regularly washing our hands, and wearing a mask every time we leave the house have all become the new norm depending on here in the United States, the state that you live in. All of these new norms remain the best strategies because wearing a mask to help slow the spread of the virus and protect us against it makes sense. However, putting a mask on your brand is not only a poor strategy, it’s a bad idea. Why do I say that?
When I say don’t put a mask on your brand, what I’m referring to is don’t slow the spread of the amazing unique value your brand has to offer. Just like certain businesses, for example, in the United States have been deemed essential. Your brand is essential to the problems you solve, the valuable results or outcomes you produce, the types of miracles your brand may be able to perform, or the emotional payoff you provide that make the lives of your customers better. Let’s look at the big picture here. With the world turned upside down and spinning all around, your brand has a better chance, a greater chance, a stronger chance of being seen, heard, and purchased if you look for unique opportunities to provide unrivaled value in these not normal times.
I’m not saying to get too promotional. You don’t want to be seen as someone who’s trying to capitalize on a worldwide crisis. What I’m saying is let consumers see that your brand helps, that your brand solves problems, and so forth. Above all, your brand provides a wonderful customer experience. The way I look at it is that in times of forced isolation, how you would create, communicate, and deliver unrivaled customer value is more relevant than ever before as consumers want the most value possible than ever before. They’re looking for the biggest bang for the buck if their budget is tight. This requires making shifts. As the world of business is changing before our very eyes, my suggestion is that you emphasize the solutions that your brand offers.
Delivering Value: Delivering a strong value-add message that both educates and helps people is much more appropriate and it will be better received.
Solved, that’s what people want most now especially if what you can provide is something relevant to the customers, concerns about safety, security, and assurance. Once you’ve determined what your amazing solutions are, then load them onto your marketing platforms. Integrate them into all of your marketing activities and initiatives. The use of videos, a strong website, and online marketing provides a golden moment for you to gain attention and convince consumers of your value. Above all, don’t overly promote. Look for ways to give, not get. I understand how tough it is for a whole lot of people. I also understand the need on the part of many small business owners, the desire, the craving to self-promote during this crisis. However, delivering a strong value ad and a message that both educates and helps people are much more appropriate and it will be better received and you will be better off. Until next time, take care.
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