Insight
Brand Trust Crisis in the Aftermath of the Epidemic
The development of the epidemic since the beginning of 2020 has brought about significant changes in consumer perspectives and behaviors in the market. How can corporate brands adapt their branding strategy to this new market and bring value to their target audience? What are your current corporate goals?
According to EZ-TRACKING's "Consumer Behavioral Attitude Impact and Trend Report" in early March, more than 70% of people tried new online behaviors during the epidemic, and will continue to use these online behaviors, making online communication a key communication channel for brands in the future. As a result, major brands are changing their marketing strategies, either by investing more in existing online marketing channels or accelerating the digital transformation of traditional industries. In order to break through the sea of the Internet, companies cannot afford to work behind closed doors, but should abandon ineffective and fragile communication strategies and reexamine and re-construct their brand positioning.
Brand communication should build brand trust
According to a market survey conducted by Edelman in 12 regions at the end of March, one-third of respondents would stop using a brand that did not respond appropriately to the outbreak. In China, the proportion was as high as 76%, which shows that the attitude of a brand in a time of change has a high impact on the image of the brand in the mind of the customer, and consequently on the relationship between the consumer and the brand. In a time of business slowdown or stagnation in the market, it is crucial to maintain and strengthen customers' confidence in the brand through effective communication strategies.
In the report, Edelman makes a number of key points about maintaining brand trust, which are worthwhile for organizations to consider when communicating with brands in new markets:
Don't be silent.
Sustainability.
Utilize your resources and create differentiation from other brands.
In a fast-changing market, some enterprises have achieved remarkable development due to market changes; on the contrary, some enterprises are facing the predicament of stagnation. By utilizing the existing resources of the company and the brand, and by fine-tuning the brand's communication strategy, we can maintain the brand's visibility in the market and create differentiation for the brand in the industry.
Don't just sell, care for empathy.
Focusing on the development of meaningful communications content.
It really helps people to get through difficult times.
In the post-pandemic era, the market is recovering from a difficult time and needs more than just consuming and being consumed. Create heartfelt communication content to face the new market, establish a psychological and emotional atmosphere through the brand's role, and show the brand's sincerity and care with engaging content. To calm the anxiety brought by the epidemic and lead customers to the new market with a positive attitude.
Don't fight alone.
Unite and collaborate to leverage a strong network of brands to help bring people together.
In the midst of crisis, positive forces can often be seen. As the market recovers from the epidemic, the panic over the crisis and the anxiety over the unpredictability of the future, the brand acts as a network, linking the different players together to form a team to find a new direction with the power of unity and cooperation; the company acts as a guide, bringing a positive impact to the community and the market. In this way, it establishes and strengthens the positioning of the corporate brand in the market.