Brands must learn to reconnect with customers in the post-pandemic

Organizations and their brands are facing a unique context, strongly impacted by the consequences of the pandemic. The market has already adapted to the new dynamics and the “new normal” gives way to the post-pandemic environment, in which companies must be prepared to keep their brands relevant.

A key point is to revisit the branding strategy and reflect on whether the value proposition outlined remains relevant, as it is at the heart of a brand’s promise and consists of the benefits it actually delivers.

Polaroid, for example, known for cameras that develop photos instantly, recently launched bluetooth speakers. This new product is directly associated with its DNA, centered on the benefits of fun, entertainment and nostalgia for a brand that recalls the good times of childhood.

Another element of the strategy that deserves attention is the management of the points of contact that the brand has with the market. The pandemic has consolidated the “omnichannel” approach, which consists of integrating the various sales channels so that customers have the same shopping experience in physical, digital or hybrid media.

E-commerce sales records in recent years show that new consumers have adopted this channel, but continue to buy at physical points of sale. They flow naturally from one channel to the other at your convenience and desire.

Brands must provide positive experiences in these different dimensions of consumption, whether online or offline.

It is observed that even digital native companies like Amazon are turning to this new dynamic. They opened this year in Los Angeles, United States, Amazon Style, the company’s first physical fashion store. The intention is to provide brand experiences also at physical points of sale.

The pandemic has also significantly increased the costs of digital advertising, especially in search engines and social media. Strategists are faced with the dilemma of where and how to allocate their funds in the face of rising costs and the various possibilities of online and offline communication.

To make the decision, it is necessary to go through the mapping and monitoring of the points of contact that consumers have with the brand throughout their purchase journey. The tools available today enable an understanding of this journey, from brand awareness to purchase. This allows efforts to be focused on the touchpoints that generate the most impact.

Throughout the process, agility and dynamism in communication become fundamental. Organizations must structure processes that allow them to test actions on a smaller scale, monitor the return, adapt what is necessary and then, if they are effective, apply on a larger scale.

All this added to a lot of creativity to retain the public’s attention, one of the great challenges, given the growing amount of information that impacts people daily. Creative actions tend to attract the audience’s attention and can generate greater empathy with the brand.

Undoubtedly, the post-pandemic context requires a special look. Brands are on a constant journey, immersed in a dynamic and increasingly complex environment. The strength and reputation of a brand today does not guarantee its success in the future. “Branding” should be seen as a frequent construction process.

In this journey, the only certainty we can have is that people and the business environment will undergo changes, and companies, in order to remain competitive, must learn to reconnect with old customers who have new habits and with new customers with others. behaviors.