The COVID-19 pandemic caused a lot of changes forcing brands to confront and adapt. The way we shop, the way we work, and the way we interact with friends and family have all changed. Some of these changes were already in motion, accelerated, and some may remain permanent while others we will be eager to shed. One of the greatest challenges is to remain customer-centric while adjusting and adapting.
These rapid changes have given marketers and brand managers a set of unique and rapid challenges to face. The attitudes, behaviors, and preferences of customers are changing fast as personal or local situations change. How can your brand remain customer-centric with rapid changes and long-term uncertainty?
The 4 Customer-Centric Elements
We have a short and easy to remember list of 4 ways to be customer-centric and support brand growth in what is the toughest of times.
- Identify the most compelling and relevant brand messaging
- Quick and smart innovation
- Revisit targeting
- Continue to check your brand’s positioning
1. Identify Compelling & Relevant Brand Messaging
Customer journey mapping is usually seen as time consuming. It doesn’t need to be though. Using a holistic and agile approach you can quickly identify and the most relevant messages and then map to the correct customer touchpoint for deeper engagement.
2. Quick and Smart Innovation
Attitudes and circumstances are changing quickly and brands need to be able to adapt and be flexible. Don’t throw everything at the wall and see what sticks. That method leads to a lot of wasted resources. Look at your audience and look at what you can do that can carry on into the future. You may unlock an aspect of your brand that you never knew existed. A fresh addition that you can carry far into the future.
3. Revisit Your Targeting
There might not have been radical changes but you’ll likely find that there has been a shift in your audience and there will be more as circumstances change and evolve. Identifying these shifts and adjusting for them will ensure your brand remains relevant.
4. Monitor Your Brand’s Positioning
Your brand’s positioning may need to shift or evolve to meet the changing needs of customers. Engage with your customers to understand their needs and how they’re changing. This could be done through surveys or via virtual sessions with your team that can facilitate robust dialogue.
This year will be one of the most uncertain yet also complex business environments in recent decades. Gaining insights and quickly adapting to frequent changes in both government regulations and consumer behavior will determine which brands and businesses succeed.
Let’s Talk About Your Brand
shane@3catslabs.com | Call +65-3159-4231
Share
