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by Jane Hudson
5 min read
The Importance Of Telling An Empathetic And Personal Brand Story – Post COVID-19
Author: Jane Hudson
Posted in Brand Strategy on 17th May 2021 9:00 am
Ever since the emergence of the COVID-19 pandemic, brands all over the world have had to readjust their outlooks. Nearly half of all CMOs had to deal with midyear marketing cuts in 2020 and others have had to create a brand story that doesn’t seem insensitive at such a time. This meant that a new and innovative approach to brand building was necessary. When broken down to its foundations, such an approach is about leveraging the treasure trove of information a brand has in a more effective manner, which then provides maximum impact.
The coronavirus pandemic accelerated customer behaviour by moving spending online. It also amplified the role that empathetic experiences played. These behaviours markedly showed the need of customers to have a clear, yet responsive and personal relationship with their favourite and most used brands. This customer need has provided a gilded opportunity for brands to provide real value to their customers, as well as boost their reputation at the same time. In order to be successful, brands must listen to their customers and also learn from their behaviours, all in real-time.
Industry experts have highlighted an increase in data usage by so-called progressive marketers. This is a 60% increase over the industrial average. Choosing to take a modern and progressive approach to how you use your brand’s data can help you genuinely create customer-facing services and products which are not only responsive to emerging needs but changing behaviours as well. Your brand should formulate a plan that delivers value to its customers effectively in a manner that promotes sustainable growth and encourages brand loyalty. This can be done by bridging the gap between platforms, processes and people.
Industry experts have claimed that the disconnect frequently experienced in brand building in today’s world, significantly highlights the pace difference between improving services or products and improving marketing. New brand building strategies should manage and leverage this tension by discovering efficiencies and ideas which can be used to improve both aspects of a business faster. For instance, being able to understand the value of customer-created data when they utilise your services and products can help your brand understand their expectations and how you can exceed them.
You are also able to learn about the factors that differentiate you from your competitors. When you pay attention to your market data, you ensure that your services and products respond to the motivations and needs of your customers.
As stated earlier, the coronavirus pandemic has caused marketing budgets as well as other operating costs to be cut. This has meant that CMOs have had to get creative with the resources available to them. This involves being able to pool data from marketing experiences which results in a treasure trove of usable data that fits in with the available resources. With this, you can find out what people feel and think about your business and your brand. Doing so enables you to accept data-driven empathy, which can go a long way in formulating trust between you and your customers.
The way you respond to your current and prospective customers’ behaviours has the ability to create a deeply personal and instantaneous relationship. When your brand embraces empathy in this manner, you are also empowered to connect with powerful stories that can be used to highlight the absolute best that your brand experience has to offer. This can be a very invaluable tool as it helps not only build your brand but strengthen its reputation.
For instance, paying attention to service and product usage can help you discover the raw, and true to life stories which highlight the strength of your brand’s reputation. These stories should be used to emphasise storytelling marketing. The stories derived from this user data can also be used to develop powerful content.
To create a brand building strategy for this modern age, it will be necessary to address your used platforms. More often than not, this simply means being able to address any misalignment and disparity found in your teams. Whilst the coronavirus pandemic has been a great catalyst to push further technology integration, it has also highlighted some shortfalls. Before the pandemic, the prevailing school of thought was that technology held the connection between brand and customer back. This has been proven not to be the case.
The relevant technology that can be used by brands to further develop their customer relationship is available and can be purchased. One of the important lessons is that brands must recognise that brand building requires the teams involved to work together rather than against one another. It is also important that there is a clear action plan so that everyone involved moves in the same direction. If your brand isn’t yet aligned, this could create a data challenge which would make it significantly difficult to accept and leverage data-driven empathy.
For brands to be successful in their brand-building exercises, they will have to create or purchase the necessary tools and solutions which can be used to highlight the connections available across a brand’s experience structure. These tools can be used to align the organisation as a unit, better understand the available data capacity and also be able to coherently define the value your business creates for its prospective and current customers.
Most importantly, these tools identify where your brand building exercise should be carried out first. They should also be able to recognise the areas that provide maximum impact. Such a pivotal and central tool can help create alignment across your brand, establish brand ambitions, align objectives, as well as provide data as a critical asset.
In short, modern brand building is all about establishing brand-wide ambitions as well as objectives that align every team in the organisation with one overarching goal. It also involves connecting and aligning data from user experiences and marketing to provide value.
Get in touch with one of our branding experts today, to see how we can help you develop your brand strategy to maximise your growth and connect to your audience! Drop us a line.
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