It’s been nearly 3 months now since the entire world changed, some say forever!
From a business perspective, we have all had to radically re-think the very essence of what we do and how we do it.
With the entire business world turned upside down, now, more than ever the expression “A Brand is a Promise” has come sharply into focus.
Our customers, teams and stakeholders are emotionally sensitive. They are scared. They are nervous and the future is more unpredictable than ever.
They are searching for honesty, authenticity and assurance that the brands they trust have their backs.
So that means that your brand, your actions and your product need to be consistent.
Now is the time to re-energise your brand so that your customers can form a deep emotional and long-term connection with your products, your people and your promise.
Ask yourself these questions:
What is the meaning behind your brand?
What is the brand promise?
Is your brand truly delivering on that promise every single day?
What do you want your customers, your team, your suppliers and your stakeholders to think about your brand?
How do you reinforce your brand promise in a time of uncertainty?
It starts with your team!
Once your team truly believes in your brand values, they will be eager to share their beliefs with customers. They won’t just be paying lip service to your brand, they will be emotionally invested in the brand’s success because they know that your products and services will be of significant benefit to each and every customer.
And it’s vitally important for your team to feel appreciated.
Is your team truly invested in your brand right now?
Before COVID 19 gave the world the biggest jolt it has seen in 75 years, there were lots of ways to enhance team engagement – events, conferences, team building, incentives, team lunches, drinks after work. For the time being at least, none of these things are possible.
And it’s even harder to keep your team engaged when they are working remotely and the only time they see each other is on a screen!
We have all been participating in multiple zoom meetings. Are they truly effective in reinforcing your brand values?
Why not consider a more structured and designed approach to team engagement?
For the time being, this will have to be via our screens.
Entertainment is the key!
And what’s the thing that screens are mostly used for outside the work environment?
Truly effective entertainment is engaging, informative, funny, dramatic and challenging.
Let’s design virtual conferences in the same way.
Rather than presenters delivering in the traditional manner, let’s build a ‘show’ using all the elements of the entertainment industry to deliver powerful messages that engage and stick. Memorable messages that create conversations, ultimately translating into deeper commitment to your brand promise.
The messages are still focused on your brand and it’s promise. We just need to apply creativity and effective communication techniques to ensure that our teams can share their passion for your brand with their communities!
And when we come out the other side of this, it will be those brands, whether they are a bank a café, or an event company, who exhibit true leadership that will thrive and prosper – for the benefit of all.