Driving a brand in Covid-19 Times
View(s):
When the first lock down happen during the 1st wave, many of us did not know how to react. But now, we have survived the 2nd wave and today, amidst the Wave 3, we see how Sri Lanka’s private sector has developed a business model to keep the organization alive. This is the power of brand Sri Lanka in staying resilient.
Sri Lanka – fights back
In this backdrop, we see some companies demonstrating the fighting spirit of the private sector. The top exporter for tea has brought credit to sri lanka in the global stage. The first tea company to be certified as ‘Covid-19 Control Environment Certified by Sri Lanka Standards Institute, the company has received the ‘ superior Taste award by the international Taste Institute in Brussels.
Keep Innovating.
I guess there can be any models on how the world needs to strategize but the reality is that the environment is so dynamic that we have no option but keep innovating. I guess by the time wave 4 and 5 hits Sri Lanka, we will by then be on top of game on Covid-19 virus. Hence we need to give time for the policy makers whilst we can be restless due to the increasing deaths and spread of the vistas.
Let me pick up some key strategies that has worked for companies that has been dynamic in the last one year.
1. Speak up
I saw that the companies that we daring back by strong research insights were very vocal. They were not scared to make a statement and build a 360 degree campaign that will wrap a consumer.
But the essence is that to remember is that one cannot just have Share of voice. There must be strong research on the consumer and the deep insight the behavior that had changed during the pandemic. My pick in Sri Lanka was the brand Akabar Tea that has taken the high ground and gone on to win global awards due to the very bold decisions taken in the last year.
2. Stay agile
Conversations on social media can go viral in an instant, and that can be either really good or really bad for a brand. But rather than turn the lights off, brands should stay agile in their plans. My pick in Sri Lanka on a brand that demonstrated this was Keells. The company remained agile got their act together and today it has taken the high brownfield with the only supermarket to be Covid-19 control Certified. An idea conceptualized by Rotary and implemented by Sri Lanka Standards Institute.
3. Be real
Everyone saw right through those COVID-19 ads with inauthentic platitudes like “we’re all in this together.” But, the companies that were cutting edge was the brands that stayed real. The classic example was Khomba soap from Swadeshi that stayed real and authentic. The brand wiped up share even from the powerful multinational brands with heavy advertising super power.
The essence is that consumers saw through the authentic brands and we saw the strengths of the company that brought it into the market. Stay real.
4. Don’t change the subject
Consumers don’t care about anything today, except protecting one’s family from the deadly virus. Don’t try to change the subject and get the consumer to try your brand. The consumer of today want to face reality and meet the challenge.
Stay focussed on to your DNA but Join the conversation with the people so that you keep the brand relevant. However, be on the side of the problem solver and not the problem. I like what the brand Nawaloka did on this front. Whilst being focussed to the task kept the conversation on Covid-19.
The author is an award wining brand marketer and driver of brands, companies and start ups. He is an alumni of Harvard University.