times of crisis recover and grow faster .
The biggest obstacle here is ensuring your financial C-suite sees brand-building as a long-term investment rather than a shortterm cost , because easy to mind means easy to hand . So don ’ t go dark but do tweak your messaging as there ’ s more scrutiny in times of crisis . Done carefully , your brand can add relief with humour and bring back some positivity , as seen in this Captain Morgan ad : https :// www . youtube . com / watch ? v = JkTwwGk-7yg .
Brand Experience : Now is the time to proactively enhance customer relationships
When times are bleak , excellent customer experience shines a light to inspire customers , giving them hope that insulates your brand . Show you care about how consumers interact with you . Link this back to innovation , as crisis-forced changes push reimagination of brands and enhance experiences to cement relationships with consumers .
Local brand Arimi ’ s brings this to life , challenging skincare category leaders and changing consumers ’ perceptions of the brand through word-of-mouth recommendations . As Maya Angelou said , ‘ people remember how you made them feel ’. Focus on offering an excellent brand experience that comforts and delights .
Love : Use provenance and pride to provide an escape
Being a loved brand sustains your strength and success . Reciprocate that love to customers by keeping in touch and offering recommendations , also inspiring other brands to genuinely doing good and uplift country morale .
Altruistic emotion , empathy and practicality prove a powerful combination , adding a sense of calm and reassurance in times of crisis without aiming for PR coverage . Safaricom did so in literally helping to put food on tables by letting Kenyans transfer their Bonga Points to others in more needy situations : https :// www . youtube . com / watch ? v = MLLt8D924tI .
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Consumers look for trade-offs and cheaper alternatives when they can ’ t afford the same basket as before . Adjust with more affordable options so they switch to a different pack size or format rather than switching to a competitor brand .
Research into the lipstick effect proves our need to indulge is often enhanced when times are tough . Because while necessity tightens the purse strings , we long for luxury in lean years . That ’ s why it ’ s so important to keep tabs on what matters to your consumers as situations change . It ’ s the simplest way to futureproof your brand from underlying shocks in the short-term and accelerate growth in the long-term .
Ibrahim Wambugu is an Account Director , Brand Guidance , Insights Division , Kantar . You can commune with him via email at : Ibrahim . Wambugu @ kantar . com .
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