Positive Branding & Responsible Marketing

Positive Branding & Responsible Marketing
Now, more than ever, there is a need to promote your brand and marketing message in a positive light. These are uneasy times and a bleak brand tone or product tagline is counter-productive. If you are not sure how to go about positive branding, let your original purpose be your guide. Express the heart of your brand. What was it that motivated you to start your company? What did you want to achieve?

The Human Side of Your Brand

The strategies you undertook to create your brand become incredibly valuable at this juncture. Recall your mission-vision, your company values and your targets. Knowing where you stand in these trying times can have a healing aspect. Not only for you but also for your customers, who are likewise doing what they can to cope with a grim global situation. Don't be afraid to be personable. Emotions are also helpful to your brand so long as you temper it with professionalism and sincerity. Showing the human side of your business gives people a sense of connection and camaraderie. Cliche as it may sound, but this is a time for solidarity and your company should be at the forefront of it.

A Time for Responsible Marketing

This pandemic taught business owners the importance of solidarity and responsible marketing. During tough times, you have the responsibility to be transparent and maintain the trust with your customers. Keep them informed about changes in your policy. Additionally, avoid aggressive marketing and be sensitive to the situation. Below is a list of marketing dos and don'ts:
  • Talk about your products/services but give profound consideration to the collective sentiment.
  • Do not profit out of people's fear, worry or concerns.
  • Share valuable information (it does not have to be about your company all the time).
  • Do not share misleading or demotivating content.
  • Communicate your company mission-vision and values where possible.
  • Do not misrepresent or engage in false representations.
More than 10 years ago, at the height of the global recession, many companies shared messages of hope, optimism and positivity. They were a source of strength for communities greatly affected by falling markets. As devastating as this pandemic is, finding (and choosing) the silver lining is by far the best way to cope.   
        Helpful Resources: 1) How Can You Grow Your Personal Brand Without Spending a Fortune? 2) What is Brand Authenticity and What Does it Mean for your Business? 3) Google: No Rankings Change for Temporarily Closed Businesses

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