A vaccine for your brand? Prepare your brand for the end of quarantine.

October 27, 2022
A vaccine for your brand? Prepare your brand for the end of quarantine.

Covid-19, lockdowns and social distancing have fundamentally changed the way companies operate and even after the pandemic these changes will still be felt. A new world is coming and as a brand, it’s best to be prepared!

For many companies the covid-19 measures result in a large cut to the company budget. To make up for this, many investments are being slashed and often marketing and branding are the main victims. To accountants this decision makes a lot of sense, yet branding is always important, especially during crises.

Precisely for this reason we want to give a few budget-friendly tips on how to use branding to build a more robust image that will still stand strong after the crisis.

But first, there are a few other items we’d like to discuss.

Why branding always matters.

The hard reality is that some companies will perish, where others will triumph. But if history has taught us one thing, it is that sooner or later the markets will open up again, and with new opportunities and fewer competitors.

That is exactly what you want to prepare for. Securing your spot in that new market and ensuring your brand is one of the lucky survivors. So use these challenging times to strongly position your brand and really rise above your competitors. 

How do you achieve this?

1. Build a rock-solid plan

Start at the beginning with a solid brand strategy that dazzles your competitors. Look at your brand strategy as a blueprint. On the one hand it ensures that all your company decisions are consistent with your brand, on the other hand it helps you to communicate to the outside world exactly who you are - or in other words - what is the essence of your brand.  

Defining your brand essence is the first step in building a brand strategy. High time to ask yourself (or by extension: your brand) some important questions: what future do you have in mind for your brand? What do you actively do to help build that future? Which principles guide you in building that future?

Once you’ve tackled the basics, it’s time to take an even deeper dive into your own brand. Now it’s time to translate your brand essence into a practical script containing a suitable design, a strong brand story and a charming brand personality.

2. Go that extra mile.

However you want to look at it, your brand will be judged on its behavior during the crisis. Preferably, you don't want to be on the wrong side of history which is why it's so important to adapt your brand personality to the situation.

There is a time and place for sales and marketing, but in periods of collective uncertainty, you have to prioritize connecting with people in a meaningful way by providing added value. It’s rather ironic, but ‘humane marketing’ (that is not too rooted in hard sales techniques) is what sells. The chances of an immediate boost in sales are slim, but in the long run, your brand will boil to the top. 

Here are some ideas to get started:

  • Offer your product or service for free or at a reduced rate.

The brand Honest decided at the beginning of the pandemic to distribute packages with basic necessities to families in need. Lush let the world know that anyone could wash their hands for free in their shops. Such actions aren’t just publicity stunts, they also undoubtedly generate a positive brand association for a large number of people.

  • Create online experiences.

Just because people can't physically come to your shop or event, doesn't mean they have to give up on the experience entirely. In the 21st century, there are countless technologies that can digitalize your brand.

During the global lockdown, we saw major brands like Adobe, Salesforce and Facebook transform big conferences into virtual events. By doing this, they were able to maintain meaningful connections with their communities.

  • Share relevant information and useful tips & tricks

Just about every sector is facing certain challenges nowadays and maybe you and your team found some creative solutions. Do not for a second hesitate to share these with the world! Rather than focusing on sales, these times asked companies to focus on helping people before anything else. Therefore, send all relevant information, handy tips or original ideas out into the world and your brand will be better for it!

ikea plan

3. Helpful or pushy? Know the difference!

We’re currently facing a climate of fear and unease and this makes people a little more sensitive to any communication they receive. Make sure your brand shows adequate empathy and tact when communicating with the outside world. So please, leave those ‘covid-19 sales’ behind! Scrutinize every message and pass it through a filter of empathy and humility before you send it out into the world.

Remember that quarantines don’t last forever!

It’s important to keep in mind that the implementation of your marketing or sales strategy is never a matter of life and death. However, it is always meaningful to add value to the world through your brand.

We don’t want to speculate on when exactly these challenging times will come to an end, but we want to encourage all brands to meticulously and proactively prepare for this future transition. If you could use some help fortifying your brand during the crisis, you can learn how we can help through a discovery call. We wish everyone good health in this unusual time!

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