{"id":7806,"date":"2020-08-12T22:44:39","date_gmt":"2020-08-12T17:14:39","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=7806"},"modified":"2020-08-12T22:46:29","modified_gmt":"2020-08-12T17:16:29","slug":"why-brands-need-to-rethink-brand-perception-in-these-unprecedented-times-covid","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/why-brands-need-to-rethink-brand-perception-in-these-unprecedented-times-covid\/","title":{"rendered":"Why brands need to rethink brand perception in these unprecedented times (COVID)"},"content":{"rendered":"\n<p>There\u2019s research that suggests that brands are beginning to embrace agility and innovation in a bid to improve their brand perception. The goal of this is to outperform their peers and humanize customer\u2019s experience during these uncertain times.<\/p>\n\n\n\n<p>COVID-19 has disrupted the markets, and the levels of people\u2019s lives are not the same. With rising cases, everyone will be tested by the swift and underestimated destruction which this pandemic caused.&nbsp;<\/p>\n\n\n\n<p>The current economy is one that is unprecedented for <a href=\"https:\/\/rocketium.com\/academy\/how-rocketium-is-helping-an-ecommerce-giants-sellers-create-display-ads\/\">businesses<\/a> because of this uncertain time. Everything is unusual and new, and there are no playbooks to guide the decision-making process. There is no hint for many businesses how they&#8217;re to respond or thrive in this economic climate.&nbsp;<\/p>\n\n\n\n<p>The best source of insight is in inputs and signals that customers share with brands that pay attention to it. This isn\u2019t the time to make assumptions about what the customers want or need. It\u2019s time to be certain amidst the surrounding uncertainty.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brand value perception at the heart of branding strategy <\/h2>\n\n\n\n<p>For instance, the early wave of emails that customers received from brands at the start of this pandemic had a generic template. Some of these customers had to complain about receiving almost the same message from different brands. It left the customers wondering why the brands felt like they had a duty to reach out. They did not even understand what the customers wanted or did not want from them amid fear and uncertainty.&nbsp;<\/p>\n\n\n\n<p>Messages like that show how \u2018out of touch\u2019 many brands are. They will choose to speak when they should be listening. This went beyond emails to different television and digital ads campaigns. All the brands were responding with the same guide\/template. And this didn\u2019t sit well or make any difference to many of the customers. Now, more than ever, brand perception is critical to a brand.<\/p>\n\n\n\n<p>A period like this where we\u2019ve found ourselves is not time to get anyone upset. We all have to look for ways to remove friction and add values to our lives. This is even more important for the brands when their customers are still anxious and uncertain about the pandemic&#8217;s impact.<\/p>\n\n\n\n<p>This is a chance to humanize and meet the customers more refreshingly. Help people create better and more memorable experiences at this time.&nbsp;<\/p>\n\n\n\n<p>This is a time to listen more to the customer expressing themselves while offering care and kindness. Here&#8217;s why brand perception is more important now.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How branding can influence customer perception<\/h2>\n\n\n\n<p>If there is one thing that\u2019s almost quickly becoming a marketing fact, brands are <a href=\"https:\/\/www.thenational.ae\/business\/comment\/why-now-is-the-time-to-rethink-your-branding-1.1036248\">becoming more human-centered<\/a> and innovative with their approach. Marketing executives have started to prioritize five strategic initiatives going forward:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Innovation<\/li><li>Modernization of technological tools<\/li><li>Improved use of technological tools<\/li><li>Regulatory compliance<\/li><li>Real-time engagement<\/li><\/ul>\n\n\n\n<p>As the pandemic continues to rage, marketers have to be more attentive and work with compassion. They must have something of a \u201cCOVID\u201d mindset. When the situation is like this, you don\u2019t play by marketing playbooks. The marketing playbooks and brand style guides don\u2019t account for times and how operations work.&nbsp;<\/p>\n\n\n\n<p>Going forward, you don\u2019t expect to see the same results that you would with traditional marketing. It is even more likely to destroy customer relationships and brand perception instead of building it.&nbsp;<\/p>\n\n\n\n<p>In their research, Salesforce found that about 70% of marketers claim that the current role of traditional marketing reduces customer engagement. There were only 37% of marketers with this same view in 2018. This makes a personalized engagement the norm now and in the post COVID era as well.&nbsp;<\/p>\n\n\n\n<p>This means that marketing and customer-centricity will take its roots genuinely in compassion, empathy, and purpose. This means that there has to be a new playbook for the future generations.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>COVID-19 emphasizes the need for more empathetic experiences<\/strong><\/h2>\n\n\n\n<p>More customers, now than ever, are ready for the humanization of brands. According to <a href=\"https:\/\/www.salesforce.com\/form\/pdf\/state-of-the-connected-customer-3rd-edition\/\">research by Salesforce<\/a> published on the <a href=\"https:\/\/www.dissertation-service.org\/dissertation-help\/\">dissertation help<\/a>, 84% of customers claim an excellent customer experience is as valuable as the service or products rendered. This typifies the evolution of marketing. It moves from the one-to-many, traditional approach to a personal customer experience that builds trust and connects and offers outcomes with mutual benefits.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What do you need to breakthrough?<\/strong><\/h3>\n\n\n\n<p>Most high performing marketers already attribute customer experience as an essential part. In a survey of 7000 marketers worldwide, there were only 15% of top performers. These are those that are satisfied with their overall performance in the market and their marketing investment results. There were also 14% of underperformers in the survey. In contrast, the majority were only moderate performers.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why the customer experience is defined as an addition of all the experiences that the customer has worked with a business. This will help determine how they view your brand, and this can make or break you post-pandemic. Everything counts in this case, including the keystones that are connecting the whole experiences.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Change in the business model<\/strong><\/h3>\n\n\n\n<p>An example of a brand that has used a different business model to win people over and change brand perception is PornHub (an adult pornographic website). They offered their solidarity during the lockdown period by providing one-month free access to their website\u2019s premium content. They also made donations from their profits into global efforts against COVID-19.&nbsp;<\/p>\n\n\n\n<p>These moves changed the brand&#8217;s perception from being a \u2018taboo\u2019 to one that can offer support to people when they need it. They legitimized the brand, and it paid off for them. The <a href=\"https:\/\/www.pornhub.com\/insights\/corona-virus\">statistical report<\/a> on their website shows a massive increase in traffic. There was also a significant difference in the visiting times as it became more spread out to different periods during the day. This possibly indicates that their content is now more accepted socially.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rethink the offer<\/strong><\/h3>\n\n\n\n<p>The COVID-19 has obviously affected many businesses because of their business models. For instance, Time Out is a media and leisure brand that inspires people and helps them enjoy the best places in a city. They used to give recommendations for different activities in a city, places to sightsee, restaurants and bars, etc. However, since this pandemic started, they couldn\u2019t do anything since their business is mainly outdoor recommendations.&nbsp;<\/p>\n\n\n\n<p>This forced them to think and renew their offer. Time Out changed their strategy to \u201cTime In.\u201d They started producing content on how people can entertain themselves in their houses and prepare for the post-lockdown era.&nbsp;<\/p>\n\n\n\n<p>This repositioned brand perception. They were no longer just the outdoor leisure time brand but now offer different activities outside and inside your home. This increased their brand awareness and helped them to remain relevant. Although they must have lost some monies because of the pandemic, they didn&#8217;t lose their audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer-centric measurements are important<\/strong><\/h3>\n\n\n\n<p>As a rule, you should only pay attention to whatever is valuable to the customer\u2019s experience and the brand. You only do what you measure. But there is also the fact that it\u2019s impossible to count everything that counts. Also, you don\u2019t count everything that is countable.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/rocketium.com\/academy\/helping-presscable-automate-video-creation\/\">Customer experience<\/a> has improved over the years and has become a critical Customer Performance Indicator (CPI) for brands. Apart from those showing general engagement, newer metrics will show the performance and benefit of a customer-centered approach.&nbsp;<\/p>\n\n\n\n<p>For example, 72% of high-performance marketers analyze real-time performance. This is in comparison with 49% of underperformers. Almost 50% of all marketing organizations now track experience metrics like customer lifetime value. But this is a work in progress.&nbsp;<\/p>\n\n\n\n<p>The performance of a business usually correlates with customer-centric metrics. Marketers with experience are becoming more strategic about investing in customer experience. This will help to improve customer retention and satisfaction. It also complements the strategies for customer acquisition.&nbsp;<\/p>\n\n\n\n<p>Measurement of current and aggregated customer experience gives marketers insight into where, what, and how they need to improve with due relevance to this COVID period and beyond it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Stay relevant in this era, survive, and learn to thrive in a different economy.<\/strong><\/h2>\n\n\n\n<p>To thrive in an economy impacted by COVID, you need to be ready to unlearn. Many things that you know from the marketing playbooks no longer cut it here, so you have to unlearn and relearn. There are high performing marketers that you can learn from. But more importantly, you need to learn from those you call customers as well. Have a mindset for growth and be willing to be empathetic. This will allow you to be active with:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Making a move quickly from traditional classical marketing to placing your focus on customer experience.&nbsp;<\/li><li>Having a commitment to being helpful, trustworthy, and relevant.&nbsp;<\/li><li>Creating an innovative culture as well as a continuing practice of iteration.<\/li><li>Having a culture of empathy-driven by data.&nbsp;<\/li><li>Empowering and incentivizing your employees to learn the next thing and also do what&#8217;s right.&nbsp;<\/li><li>Personalizing different methods of engagement and also humanize experiences with modern technology.&nbsp;<\/li><li>Making the customer journey online and offline more intuitive, integrated, faithful, joyful, and productive.&nbsp;<\/li><li>Transforming the touchpoints into. This will help you to project and articulate what you stand for as a brand. It will also empower experiences that are memorable and mutually beneficial.&nbsp;<\/li><\/ul>\n\n\n\n<p>The first behavior of a digital customer during a pandemic is to accelerate, deliver the basics, and be empathetic, connect, and innovative. It\u2019s also necessary that you provide Omni-channel and cross-channel experiences.&nbsp;<\/p>\n\n\n\n<p>You have to be mature in a cross that path to <a href=\"https:\/\/www.forbes.com\/sites\/briansolis\/2020\/07\/09\/in-an-era-of-covid-19-disruption-brands-must-rethink-marketing-as-empathetic-customer-experiences\/#45ff4e2f7aa1\">customer experience<\/a> from classical marketing. More marketers are beginning to adopt and enhance some critical physical and digital touchpoints. You also have to make sure that they\u2019re complementary to each other as a whole.&nbsp;<\/p>\n\n\n\n<p>Thriving in the pandemic-hit economy with customers seeking brands always to be empathetic, genuine, and relevant, you have to be what they want. The world is vulnerable at the moment, and everyone is trying to adapt. Living with a virus in the neighborhood and trying to survive as a business isn&#8217;t something anyone plans for. This is why marketers and even business brands should become the ones that they want to reach. So, as you adopt innovation, technology, compliance, etc. humanity can no longer be left behind.&nbsp;<\/p>\n\n\n\n<p>As a brand, you have to be hopeful, thoughtful, empathetic, creative, agile, bold, experimental, swift, and digital. But above all, at this time, you need to also be human in your approach.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>Thriving in the pandemic-hit economy with customers seeking brands always to be empathetic, genuine, and relevant, you have to be what they want. This is the only way to ensure a positive brand perception. The world is vulnerable at the moment, and everyone is trying to adapt. <\/p>\n\n\n\n<p>Living with a virus in the neighborhood and trying to survive as a business isn\u2019t something anyone plans for. This is why marketers and even business brands should become the ones that they want to reach. So, as you adopt innovation, technology, compliance, etc. humanity can no longer be left behind.&nbsp;<\/p>\n\n\n\n<p>As a brand, you have to be hopeful, thoughtful, empathetic, creative, agile, bold, experimental, swift, and digital. But above all, at this time, you need to also be human in your approach.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s research that suggests that brands are beginning to embrace agility and innovation in a bid to improve their brand perception. The goal of this is to outperform their peers and humanize customer\u2019s experience during these uncertain times. COVID-19 has disrupted the markets, and the levels of people\u2019s lives are not the same. With rising [&hellip;]<\/p>\n","protected":false},"author":90,"featured_media":7985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[698],"tags":[],"class_list":["post-7806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why brands need to rethink brand perception in these unprecedented times (COVID) | Academy<\/title>\n<meta name=\"description\" content=\"As the pandemic continues to rage, marketers have to be more attentive to work with compassion. and move over playbook definition of brand perception.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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