Why authentic and agile messaging can be your brand’s post-COVID secret weapon
Even though a lot has changed in the world during this pandemic, the fundamentals of authentic marketing have remained the same and are more relevant now than ever.
Authenticity, a marketing buzzword that has undoubtedly been brought up countless times in brainstorming sessions, branding proposals and marketing seminars now demands our attention. Why? Because the current climate has decreased the tolerance levels of the public; celebrities felt that in full force when their attempts at ‘helping’ by covering John Lenon’s Imagine were widely laughed at and derided as ‘out of touch’. Companies were called out for ‘performative allyship’ to causes; and in turn, brands made waves for using their voices for good. The difference between all these cases? Agile messaging and purposeful communication.
The best way to purposefully communicate with your audience is by ensuring you truly hear their current needs, fears and desires and reflect what you take away from it and how you solve it with your brand presence.
For example, now more than ever, we want to feel safe, fit and energetic in our holidays but might worry about how this would be possible after seeing countless Facebook videos of people fighting in flights over masks or getting panning shots of overcrowded beaches. Students that want to return to university might put their student living (including their student accommodation) on hold, as they worry that paying over £10K of tuition fees for courses they will possibly have to take remotely will in turn force them to miss out on the traditional student life. All of these concerns are valid and should be treated as such - ignoring them and continuing with your marketing efforts as usual might be not only ineffective, but harmful in the long run.
Let’s see this in practice. Here is how two industries that have been seriously affected by this can learn and pivot in an authentic way:
Travel & Hospitality
what does a change of scenery offer? The images of the past, full of a bustling city, fellow travelers and connections with others might not hit the right note. However, presenting this time away as leaving behind the worry, stress and anxiety of everyday life by taking a moment to appreciate the here and now is something we would all jump to. Focus on wellness and wellbeing - exploring a new place as you reconnect with yourself.
A great example of visual post-Covid storytelling by EyeEm’s spotlight on Skyscanner
Expert Tip: showing, not telling, is a cliche for a reason: it works. Social distancing is a new reality, but you can allude to distance instead of spotlighting it. It should not be the main act - instead, it can be the backdrop for your message. A shot of a moment of mindfulness is impactful because of its content, not because of the 2 metre distance from others.
A great example of visual post-Covid storytelling by EyeEm’s spotlight on Skyscanner
Office Spaces
City dwelling and dynamic offices worked in the past but not as much anymore - replace them with meaningful moments. Think of what are the positive effects of going to the office and bring them to the forefront. Consider adapting your offering for your consumer’s current needs - find what is now extraordinary in the previously ordinary act of going to the office and trace these small moments that can be monumental. For a lot of people, their daily routine is a version of groundhog day, so finding the difference that will make the difference might be all you need.
Additionally, explaining in simple yet direct terms all the actions you are taking to put your money where your mouth is can go a long way. It is better to show, rather than just tell, but beware: consumers have become (rightfully so) cynical, so you will need to make sure there is follow through in your marketing claims.
WeWork’s video of what they are doing to address the main fear points that are created by this pandemic gives both employers and team members a better understanding, while using attractive socially distanced imagery.
There is a clear pattern here - authenticity translates past empty words and makes the message stick - it creates an emotional connection that in turn builds trust.
Looking to take the next step in creating meaningful and trust-worthy relationships with your customers? Book an exploratory call with us and let’s make sure your brand goes into 2021 stronger than ever.
