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

October 29, 2022
A vaccine for your brand

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!

Why branding always matters.

What is the difference between a branding agency and an advertising agency?

A branding agency is focused on creating and maintaining a brand identity, while an advertising agency is focused on creating and placing ads. A branding agency will typically be involved in creating a brand strategy, developing a brand identity, and creating marketing materials. An advertising agency will typically be involved in planning and buying ad space, developing ad campaigns, and placement of ads.

What is the difference between a branding agency and a marketing agency?Harley Davidson

There is a big difference between branding and a marketing agency. A branding agency focuses on creating and managing the brand identity for its clients. This includes everything from the logo and visual identity to the brand strategy and positioning. On the other hand, a marketing agency focuses on promoting and selling its client's products or services. This includes things like advertising, public relations, and social media.

What is the difference between a branding agency and a design agency?

A branding agency is focused on creating and maintaining a brand identity, whereas a design agency is focused on creating visual communications. A branding agency will typically be involved in strategic planning, market research, and developing marketing materials, while a design agency will typically be responsible for the creative aspects of advertising and marketing campaigns.

Why hire a branding agency

What is the purpose of a branding agency?

A branding agency is a company that specializes in creating and managing brand identity for other companies. The purpose of a branding agency is to help businesses create and maintain a strong and consistent brand identity that will help them stand out in the marketplace and attract and retain customers. A branding agency will work with a business to develop a branding strategy, create a unique and recognizable logo, and create marketing materials that reflect the company's brand identity.

When should I hire a branding agency?

There is no definitive answer to this question, as it depends on a number of factors specific to your business. However, in general, you should consider hiring a branding agency when you want to create or refresh your brand identity, when you want to launch a new product or service, or when you want to enter a new market. A branding agency can also be helpful if you feel like your current marketing efforts are not having the desired effect.

When should I not hire a branding agency?

There are a few instances when it may not be beneficial to hire a branding agency. If you have a very small business with a limited budget, it may not make sense to invest in professional branding services. Additionally, if you have a clear vision for your brand and are confident in your ability to execute it, you may not need the help of an outside agency. Finally, if you are not willing to commit to the time and resources necessary to maintain a strong brand identity, it is probably best to forego professional branding services.

How does a branding agency work?

A branding agency works by creating and maintaining a brand for a company or product. This includes developing and managing the brand’s image, identity, and reputation. A branding agency will also create marketing and advertising campaigns that promote the brand.

What services does a branding agency provide?

A branding agency provides a wide range of services to help businesses build and maintain their brand. These services can include brand strategy, brand identity development, logo and package design, website design and development, marketing collateral development, and more. A branding agency can also provide guidance on how to use social media best to build and protect your brand.

How much does a branding agency charge?

There is no one-size-fits-all answer to this question, as the cost of hiring a creative branding agency will vary depending on the size and scope of your project. However, you can expect to pay anywhere from $5,000 to $50,000 for a comprehensive branding project.

How to find a branding agency

How to select the best Branding agency in Belgium?

There are a number of factors to consider when selecting the best creative branding agency in Belgium. The first is to consider the type of brand you want to create. If you're looking for a digital brand, then you'll want to find an agency that specializes in digital design. If you're looking for a more traditional brand, then you'll want to find an agency that specializes in building and delivering content.

The second factor to consider is the size of the company. If you're a small business, then you'll want to find an agency that can work with you one-on-one to create a custom branding solution. If you're a larger company, then you'll want to find an agency that has experience working with businesses like yours.

The third factor to consider is your budget. You'll want to find an agency that can deliver the results you need within your budget.

When you take all of these factors into consideration, you'll be able to select the best branding agency in Belgium for your needs.

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