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Rebranding During Pandemic

21 May 21

The Covid-19 pandemic for sure changed our life. Everyone needs to adapt to a situation like never before, including companies and their people. With challenges that need to be solved, such as decreased sales and budget cuts, a company has to stay relevant in the market. Rebranding in the middle of this situation can be a good idea, especially to gain new audiences. Then, if a company wants to conduct rebranding in the middle of the pandemic, what aspects do they have to put their utmost attention at? As the leading brand agency in Indonesia, Milestone has the right answers.

Simon Kemp from Data Reportal shared that the number of social media users in Indonesia increased by 6.3% between 2020 and 2021. Now is the time for companies to invest in social media for rebranding. With social distancing being a must, meeting each other directly is no longer as easy as before. Everyone is depending on social media to connect with their friends and relatives. According to Beth Doane, the co-founder of Main & Rose, a branding and marketing agency in Denver, Colorado, in utilizing social media, a company has to focus on content, timing, and authenticity. Nowadays, people want to have personal connections, so focusing on real human engagement while maintaining close relations with the customers is crucial.

To gain a tight connection with customers, the best way is through storytelling. A story that relates to the customers makes them feel like they have a personal relationship with the company. Having a deep understanding of the targeted customers is necessary for conducting storytelling. It is important to make a story whose narration is aligned with what happened to the customers and sympathize with them. This will give an image of reliability and trustworthiness to the customers.

Last but not least, companies should have their attention to do market fit research. According to McKinsey, in 2020, 75% of Americans changed their brand preferences during the pandemic. The reasons are because of the value, availability, and convenience. There are changes in people’s lifestyles due to the different situations. Products or services that existed before the pandemic can be not as in demand as for now. Doing market research gives companies insight into what the customers need now and ways of reaching potential customers.

Rebranding in a pandemic means a company is seizing an opportunity and taking a step ahead of its competitors. It is time for the company to create a new strategy and adapt to the changing market.