We all know that the COVID-19 pandemic has changed the way we do many things. The way we shop, the way we work, the way our kids go to school…many things are different in response to the coronavirus. Although we’re doing things a bit differently these days, the promises and values that your brand strives to achieve should not change.
Why?
Because your brand and its values are one thing that people grow to count on. It not only provides comfort, but it creates a trust that shouldn’t be broken. If your brand values change, people may begin to doubt what else is changing about your products and services.
Also, with so much that has changed with the pandemic, people find comfort in things that are constant. If your brand values remain consistent, people know they still have something they can count on.
Let’s take a look at several brand values and why it’s important to keep them consistent, especially now.
Authenticity
People can spot fakers from a mile away. It’s important to be authentic in everything you do. Authenticity is appreciated because genuine ideas resonate better with people. When a brand can be true to itself and its customers and clients, it has a better chance of succeeding.
Transparency
Transparency is one value you never want to change under any circumstances. Transparency allows you to gain the trust of your customers and clients. When you do this, you also build brand loyalty. The more people loyal to your brand, the better for your bottom line. This is especially important during a worldwide crisis when many businesses are fighting to stay alive.
Personal touch
If you can give people that personal touch rather than make them feel like just another number, your company and brand will benefit. People like to feel a personal connection. When they feel as though they have this bond, they are also more likely to be loyal to your brand over the competition.
Any type of heartfelt touch you can bring to your business will not be lost on your customers and clients. If this is something that you’ve valued through the years, it’s something you should maintain throughout a pandemic and certainly once it’s over.
Consistency
Being consistent means people can also count on you to deliver a top-notch product or service. They have no doubts that you’ll always deliver. While there can be a fluke now and again, the more consistent you can be, the more forgiving people will be if there happens to be a problem on a rare occasion.
Consistency is one value you certainly don’t want to change amid a pandemic. As we talked about earlier, with so many things changing these days, having something consistent is comforting. When people know they can count on you to keep doing what you’re doing, they’ll value this and reward it.
Relevance
If your brand is relevant, it means something to people. When people stop finding you to be relevant, they may no longer turn to you over the competition. Remaining relevant may not always be easy. It requires constantly being connected to your audience and knowing what they need and want. During a pandemic this is especially important as people look for things they can trust.
Keeping true to your brand values during and after a pandemic is something you don’t want to lose. In a world where everything seems to be changing, it’s nice to know that you can still count on some things to remain constant.
If you keep your focus on your brand values during good and bad times, your colleagues, partners, and clients will appreciate you and continue to be loyal.
Feeling like you need to reset how you communicate your brand values? Let’s talk. Conveying your vision and values clearly is such a critical part to building your brand and client base and it often takes professional strategic discovery. This is my passion and skill.
