These are tough times for everyone – large businesses, small businesses, and personal life alike. More than ever, companies are facing the challenge of being left behind and deprioritized by consumers. Additionally, they run the risk of potentially being perceived as selfishly taking advantage of the situation by pushing their brand just to gain sales at the expense of consumers’ basic needs.
However, there is an opportunity to shine here and become the hero, a good neighbor, or a friend. Perception is key right now, and this is the best opportunity to create a positive one for your brand and come out stronger on the other side.
Many people are scared, hurt, and in constant fear. Be the brand that wants to help. Make your product or the resources you have become helpful and useful to everyone; something everyone wants and needs. For instance, many consumers are used to eating out often and some are not used to cooking much at all, but it’s dangerous and scary to venture out to eat at a restaurant right now. To help, many restaurants have made adjustments to make all their services catered to delivering or providing a pickup service, if they don’t already have a drive thru. So consumers can continue to use their service and product, but in the safety of their own home.
Some companies have even gone a step further, like Panera Bread. Just like many bread and pastry restaurants, there are some products that are left over at the end of the day that has not been sold, and some of these get thrown out to start fresh with new batches the next day. Panera Bread saw the good they could do for the public with their unsold day-of bakery items. They created their Day-End Dough-Nation program. These perishable bread and pastries are given to a non-profit organization to go to neighbors in need. Because of this, Panera becomes the hero, a company that cares, and makes a difference to many in this time of need. This only makes their brand stronger than before going forward.
So now is the time to put your best foot forward. How can you help your consumers with your service and product? How can you enhance their experience right now? Once you have it, make your story known. Tell the world what your doing to help out and how it can benefit them. You’re brand image can only get better.
Here at Miller Ad Agency, we can help. Contact us now and let’s make your brand shine.