Re-Position Your Brand for Stuck-at-Home Consumers

The move toward in-home consumption is requiring most industries to pivot and reposition their brand by broadening their offerings and services. As consumers are undoubtedly glued to their devices more than ever before, it is time for you to focus on your brand’s public relations strategy and update your brand messaging. Below you will find steps to take on your journey of repositioning your brand in response to COVID-induced industry changes. No matter your industry, you will leave this link with a takeaway.

Why brand repositioning is pertinent

As stuck-at-home consumers revise the concept of brand loyalty, they are not only more likely to experiment with new brands and services - they are bored and craving a thrill. Consumers have more time to shop, more time to research, more time to test products, and more time to pitch them in the trash-can (and possibly leave a bad review) before starting the cut-throat cycle all over again. For your brand to be the last trial purchase, you must reposition. The first step in your new brand strategy is to pivot your existing business plan. This internal change cannot be implemented without reassessing the fundamental core of your business model. But before you start pivoting, ask yourself these questions: Does the pivot align with long-term industry trends? Does it orient with your capabilities? Is the pivot realistic? Is it filling a need? Not all pivots are created equal.

What have your competitors implemented? 

Market research can provide you with useful insights for your repositioning plan. Maybe your competitor introduced an add-on that aids in user productivity or they created a new line of sanitizing products from original packaging. Your competitors probably hired media relations specialists to improve media insights and develop a crisis management plan. The possibilities are endless, which is exactly why you must discover what industry leaders have recently implemented and go from there, not to rip-off their pivot, but to improve your own.

Transitioning from human-touch to keyboard-touch

Ideally, you would want to make a slow transition into the technological world (if it is new for you and your consumer), but unfortunately, the pandemic has not graced us with a warning or an end-point. It is time for you to introduce technology to your consumers by transitioning from in-person contact to computer-contact, in a respectful and calculated manner. While most stuck-at-home consumers are already glued to their screens, it is your job to find a way to incentivize their involvement if you want them to engage with your online content. As intimidating as this concept is in the oversaturated virtual market, building an online, social presence is a necessary pivot in your repositioning brand strategy.

A great example of transitioning from human-touch to keyboard-touch is the dating app Bumble. Shortly after lockdowns began in early 2020, the popular dating app took to the races and introduced a face-time dating feature that immediately differentiated it from its competitors, some of which are yet to get on board, despite the success. Airbnb displayed its repositioning skills when they introduced ‘Online Experiences’ to their offerings, where users can book a virtual experience with a professional host from afar. This pivot provides income for the suffering hosts and new experiences for their travel-hungry consumers. It is important for you to establish an online need before an online presence, promoting brand longevity, and successful repositioning.

Brand messaging in the “new normal”

Rethink your brand messaging completely. This is a new world with new terminologies, such as the “new normal” and “PC” (pre-COVID). As the novel pandemic continues to impact the industry, you must retaliate with epic brand messaging that will engage, comfort, and bring value to your consumers. Take this time to build connections as you reconsider your messaging, it is important to keep in mind that your updated language and attitude should reflect empathy in an authentic manner. Do not just change your branding to what you think your audience wants to hear, true honesty and authenticity is the best way to present your brand to stuck-at-home consumers.  

Remember that your new language should carefully consider any sensitive circumstances. While you create new verbiage, consider a PR point of view, especially when referencing THE current event. Create messaging that will appeal to consumers, but more importantly, journalists. Be honest, skip the fluff, and focus on the customer's concerns. While you create content, it is important to include crucial industry terms that will undoubtedly increase your brand’s SEO (Search Engine Optimization); therefore broadening your online reach.

Share your expertise through thought leadership opportunities

Do you have industry advice to offer peers? Has working-from-home introduced a comical family dynamic? Dig deep and develop a story that your consumers can relate to. Introducing thought leadership pieces into your existing public relations strategy will improve your brand awareness, whether the piece is featured in a top publication or a blog - the effort will not go unnoticed.

Trust is a fleeting emotion that most consumers desperately yearn for. By implementing thought leadership into your PR strategy, you will build the trust that consumers hope to (but not often) establish. A bond that would not have been developed in response to your normal marketing campaigns and media relation strategy. Thought leadership pieces serve to get your brand out there, even when your brand may not have news to share.

Brand loyalty can no longer be taken for granted as consumers are holding brands and services to a higher standard than before. Competition is fierce, therefore your brand repositioning must be fierce. Once you implement your new strategy, be honest with your consumers, explain why you are changing, and encourage them to give their feedback. This is a journey between you and your consumer - build excitement and make it a pleasant experience for both parties. How you reposition your brand will affect it for years to come, and integrating PR will put you on the road to success.