The COVID-19 crisis has transformed the reality in which we lived, taking everyone by surprise and changing the way of selling, because the quarantine was not expected to last for so long. It is important to emphasize that the longer the isolation lasts, the greater the economic impact and above all, the change on the behavior of consumers towards brands. Many businesses have been affected by the decrease in their sales, the stop on their operations and even others have been forced to close permanently. Therefore, the importance of knowing how to reinvent your business; and that is precisely what we share with you in this article.
First it is important to say that; despite the situation, we need to stay calm and think of ways to overcome this problem without having to take such extreme measures as those mentioned above. For this, it is necessary to analyze the 4 new types of consumers that have emerged as a result of the quarantine according to the website marketingdirecto.com
The first of them, is the consumer "narcissistic" or also called "ego-tivity", is the most predominant of all types. It is characterized by spending more time on themselves, and because of this, the discovery of new interests. For example learning to play various musical instruments, establishing exercise routines online and maintaining a healthier life. This new lifestyle satisfies it and presents the urge to keep it after quarantine.
The second type of consumer is the “new solidarity”, one who remains active on social networks supporting solidarity causes, consuming products from local businesses and celebrating the heroes who fight the pandemic on the front line.
The third is the "optimistic" or "eventification" consumer, who despite the situation sees positive aspects and tries to have as much fun as possible. They are very active on social media and join most of the live singers or celebrities, usually on instagram. They also seek to stay in touch with family and friends through video calls.
The last type of consumer is the one who needs “escapism”. His entertainment are the marathons of movies or series. He mostly avoids seeing things related to COVID-19 and his escape is through streaming platforms.
Based on this, we have to create strategies so that our business reaches each of these new types of consumers. There are aspects that will change after this crisis, and therefore we must take into account the renewal of our business. For example, the use of printing will decrease; since, in recent months everything has been digitized. Digital channels will be a vital option to advertise a brand, databases will have greater relevance to help retain consumers, also remote teamwork will be a key to the proper functioning of the company,. This becomes a must, especially for those who managed to make a business virtualization strategy through collaborative programs or other tools on time. Finally, refocusing the product or service offering will be a key in the reinvention process; for this, you must think in a customer-centric way (what do my clients need?). Companies that do not do this, will have a very hard time adapting to our new reality.
If you want more information on how to reinvent your business or virtualize it, visit www.pepperdesign.net and stay tuned to our monthly blog where we share information on the subject.
Before starting I would like to define “rebranding”. It can be a simple brand refresh or also a marketing strategy in which a new brand personality is created, from redefining a name, logo, concept or the combination of any of the previous elements, in order to develop a new concept of an already existing brand.
In the world we live in today, we find more and more competitors, that is why investing in great branding for your website is not an option for your company, it is a must, a necessity; if you want your brand to be recognized.
This article is based on our experience with the different projects we have had throughout the 13 years experience of Pepper Design & Branding. Before I start, I want to emphasize that branding is a very wide concept of which rebranding is also a part, as it is often confused. With this in mind, we share with you the 5 Branding No's you should avoid for your brand.
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