{"id":4856,"date":"2020-10-22T08:15:00","date_gmt":"2020-10-22T07:15:00","guid":{"rendered":"https:\/\/gotoclient.com\/?post_type=blog&p=4856"},"modified":"2021-08-24T05:40:15","modified_gmt":"2021-08-24T04:40:15","slug":"how-maintain-high-brand-awareness-post-covid19","status":"publish","type":"blog","link":"https:\/\/gotoclient.com\/en\/blog\/how-maintain-high-brand-awareness-post-covid19\/","title":{"rendered":"How to maintain a high brand awareness in the post COVID-19"},"content":{"rendered":"\n
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How to maintain a high brand awareness in the post COVID-19<\/strong><\/p>\n\n\n\n

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Firstly, it\u2019s important to know what brand awareness is.<\/strong> This concept can be defined as the consumer’s ability to recognize a certain brand.<\/strong> Also, it’s important to know how to measure brand awareness<\/strong>, in this post<\/strong><\/a> we explain it, where we also indicate the main kpi\u2019s<\/strong> to measure it.<\/p>\n<\/div>\n\n\n\n

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The following are a number of questions <\/strong>that should be reflected in order to know if the brand awareness strategy needs to be rethought in the post COVID-19<\/strong>, and how to redirect it.<\/p>\n\n\n\n

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4 questions to know how to maintain brand awareness in the post COVID-19<\/strong><\/h2>\n\n\n\n
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Do we know who we are today?<\/strong><\/h3>\n\n\n\n
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As a result of the COVID-19 crisis, people have changed<\/strong>, and also their shopping habits, thoughts and feelings. But what about companies?<\/strong> It\u2019s possible that as a company<\/strong> throughout this crisis you have also changed<\/strong>, with other values and thoughts<\/strong> to contribute. So, it\u2019s important to be clear about the answer, and if it\u2019s necessary, communicate it to the target.<\/strong><\/p>\n<\/div>\n\n\n\n

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Is our message consistent?<\/strong><\/h3>\n\n\n\n
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Are we correctly communicating the company’s values? It must have consistency between what is being communicated and the company’s values.<\/strong> Also, it\u2019s important to transmit information<\/strong> in a transparent and natural way,<\/strong> because if the public perceives the opposite, they will have a negative image of the company. Therefore, companies should analyze if the messages are consistent with the characteristics of the business.   <\/p>\n\n\n\n

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What we communicate is relevant to the public?<\/strong><\/h3>\n\n\n\n
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It\u2019s important to stop and think whether if the information we give is relevant to the target.<\/strong> Furthermore, it must be taken into account that, as a consequence of the post COVID-19, people have new needs<\/strong>, so it\u2019s important to know and cover them. Knowing your target,<\/strong> looking for information, etc, you will be able to offer exclusive and relevant information <\/strong>to the target. In consequence, you will be able to attract more attention and increase the visibility of your business.<\/strong><\/p>\n\n\n\n

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Are we different from the rest?<\/strong><\/h3>\n\n\n\n
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In addition, it\u2019s important to find out what is doing the competition<\/strong>, if they\u2019re providing valuable content, if the information is current, etc. Knowing these points, you will be able to look for alternatives to offer relevant content<\/strong> for the target, improving the positioning against the competition.<\/strong><\/p>\n\n\n\n

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In this current scenario, in relation to pre-COVID-19, multiple change factors must be taken into account. Basically, the data indicate 4 main trends:<\/strong><\/p>\n\n\n\n

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4 trens to maintain a high brand awareness in the post COVID-19<\/strong><\/h2>\n\n\n\n
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1.- Safexperience<\/strong><\/h3>\n\n\n\n
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Consumers more than ever want a hygienic and safe shopping experience. <\/strong>Nowadays, personal hygiene and protection are becoming a key value in their daily lives. Key ascending consumer values are <\/em><\/strong>relaxation, safety, serenity, security and simplicity. Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis<\/a>]. April 7, 2020.<\/em><\/p>\n\n\n\n

It\u2019s important to provide content about this kind of aspects mentioned above. For example, a storytelling<\/strong> could be carried out explaining how the production and distribution process of products is<\/strong>. Also, you can show the product packaging<\/strong> and explain how it\u2019s done<\/strong>, the safety and cleaning processes<\/strong>, etc. By communicating these points, you will transmit security and relaxation to users, affecting positively the brand’s awareness.<\/p>\n\n\n\n

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2.- Brand expectations<\/strong><\/h3>\n\n\n\n
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Nowadays consumers have more expectations of brands than themselves. <\/strong>They also expect brands to take actions and provide solutions related to the post-COVID-19 crisis. A study indicates that 56% consumers think brands should take the lead<\/em><\/strong> in solving key issues. Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis<\/a>]. April 7, 2020. <\/em>In addition, it\u2019s also mentioned that 69% consumers expect the same from brands as they do themselves.<\/em><\/strong>Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis<\/a>]. April 7, 2020<\/em><\/p>\n\n\n\n

In this case it\u2019s advisable to carry out actions about social responsibility,<\/strong> such as society programs<\/strong>, in which you can offer some kind of help to users who have suffered more the consequences of the post COVID-19 crisis, or some kind of social initiative that transmits you want to collaborate to get out of this crisis as soon as possible.<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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3.- Purchase model<\/strong><\/h3>\n\n\n\n
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Purchase model has changed from pre to post COVID-19. Users choose nearby, reliable, and cheaper places to buy.<\/strong> This study confirms this, because it indicates that Closer<\/em><\/strong> (41%), less crowded <\/strong>(27%) and cheape<\/strong>r (23%) is what Spaniards are looking for in grocery<\/strong> retailers. For Italians,<\/strong> that\u2019s closer<\/strong> (46%), less crowed <\/strong>(28%) and with less queues <\/strong>(23%). For French consumers<\/strong>, it is closer<\/strong> (39%), less crowded <\/strong>(29%) and cheaper<\/strong> (14%). Source: Mc Kinsey [ (COVID-19) consumer pulse surveys<\/a>]. May, 2020.<\/em><\/p>\n\n\n\n

In terms of brand trust, this analysis mentions that 56% consumers prefer to buy from companies with personal connections.<\/em><\/strong>Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis<\/a>]. April 7, 2020<\/em><\/p>\n\n\n\n

In relation to this factor, it\u2019s important to have an ecommerce with an optimal, simple and attractive user experience.<\/strong> On the other hand, you can also carry out campaigns with those users who are close to the business<\/strong>, encouraging them to buy your products and services.<\/p>\n\n\n\n

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4.- Purchasing power lost<\/strong><\/h3>\n\n\n\n
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Finally, the economy has been one of the most affected factors in this crisis. As a result, consumers are looking for brands with cheaper products and services or offers and discounts.<\/strong> This analysis states that 17% Germans have switched to discount retailers during the crisis, and 15% shopped in non-basics new websites<\/em><\/strong>. More Germans intent not to work from home after the crisis than work from home (33%\/26%)<\/strong>. Source: Mc Kinsey [ (COVID-19) consumer pulse surveys<\/a>]. May, 2020.<\/em><\/p>\n\n\n\n

As for Spain, In late May, 79% of Spanish consumers believe their finances will be impacted at least for +2 months<\/strong>. In Italy<\/strong>, the figure is a 76%<\/strong>. In France<\/strong>, it\u2019s 67%<\/strong> Source: Mc Kinsey [<\/em> (COVID-19) consumer pulse surveys<\/a><\/em>]. May, 2020.<\/em><\/p>\n\n\n\n

About Italy, +40% of Italian consumers are becoming price sensitive<\/em><\/strong>. 31% of French<\/strong> consumers intent to spend less money on \u2018superficial or irresponsible\u2019 purchases<\/strong><\/em>. Source: Mc Kinsey [ (COVID-19) consumer pulse surveys<\/a>]. May, 2020.<\/em><\/p>\n\n\n\n

Finally, one study mentions that By May 16th, 27% of US consumers <\/strong>were concerned about making upcoming payments<\/strong>, and 43% <\/strong>were delaying large purchases<\/strong>. Spain: 45% \/ 42%. Italy: 38%\/50%. France: 23%\/49%. UK: 21%\/39%. Germany: 22%\/33%<\/strong>.<\/em> Source: Deloitte [Deloitte State of the Consumer Tracker<\/a>].<\/em><\/p>\n\n\n\n

An attractive way to increase sales is to carry out cashbacks, limited discounts of products and services, loyalty programs, etc.<\/strong> As a result, sales will be more attractive for consumers.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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It\u2019s important to carry out this type of reflection over time and not just once, because society is constantly changing, so people do. Furthermore, taking into account the COVID-19 crisis, it\u2019s essential to keep updated<\/a> with new developments in order to provide valuable content to the target.<\/p>\n\n\n\n

Finally, we invite you to meet with us for free to help you increase the awareness of your company. Fill in the form and we will contact you!<\/p>\n\n\n\n

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