When we talk about brand, the first thing that comes to mind is large corporate giants like Amazon, or the colours of a company’s logo. Actually, brands are much more than just a visual representation, tagline, jingle or website; and it’s not just something that only the “big guys” should pay attention to. Your branding represents the total experience of working with you.
From your website colours, to your core values, to the customer service you deliver, every touchpoint someone has with you, shapes and helps define your brand messaging – whether their impression is favourable or not. Business success often all comes down to how you promote your brand in many ways at exhibitions and trade shows. But the real challenge appears when you have to do it during a global crisis like coronavirus pandemic.
It is a real challenge and definitely not easy to pull off, and it takes time and consideration. You have to:
- Follow COVID-19 protocols while engaging with customers
- Do a competitor analysis and conduct extensive research on the latest trends on COVID-19
- Identify what equipment and measures you need to take to ensure social distancing and why this is a critical step
And that’s just the beginning!
A professional exhibition stand design and build company can ensure you most effectively position your brand messaging during COVID-19. Hire a professional exhibition stand contractor and ask them to design a COVID-19 stand or booth to promote your business while following COVID-19 protocols.
Change Your Brand Messaging During COVID-19
The COVID-19 pandemic has confined us to online means of marketing. So we have to take another look at how to effectively position brands during this pandemic.
First, ask yourself, “What do I want to be known for during this time?” People will remember how you made them feel right now, whether that’s positive or negative. And note:
People are spending more time online.
So, here you should change your business slogan to something that can raise awareness about COVID-19. This will encourage your customers to visit your exhibition booth or stand rather than surfing online.
Take precautionary measures
Always remember to wear masks, install protective shields, sneeze shields and other barriers to prevent physical contact with customers.
Take a different approach to promote your brand
Just promoting your brand may not be enough to help your brand survive this pandemic. You should create a slogan or symbol that is similar to what health associations are using to raise COVID-19 awareness. For instance, lifebuoy soap is a bathing bar but is being promoted as a disinfectant to prevent COVID-19 infection from spreading in your home.
People are engaging with brands differently. With many stores still closed, consumers are turning to websites to get the goods they need and want. Because many distributors and wholesalers are not jobless and it has greatly impacted the market operations, even daily use products are hard to find, which also contributes to people turning to the virtual world to stock up.
This is a great opportunity for you to create a seamless online presence. Promote and sell your products to both new and old customers and reach out to a wider audience.
Last but not the least
Make sure to provide your customers the fastest and most convenient shopping experience during this pandemic. Introduce discount offers, launch new products, and increase your response time with fast delivery and more.