# COVID-19: brands before and after the pandemic

This unexpected system reboot has catapulted us into a new paradigm on several levels: economic, social and personal. Many brands are reinventing themselves, coming up with strategies that help not only their employees and their customers, but also their partners and everyone else (including people beyond their own borders). Is this the perfect marriage of crisis and opportunity?

The challenges facing brands

Over the past few weeks, we have watched resources (both human and technological) adapt stoically to the COVID-19 context. The pandemic is forcing teams to restructure, communication technologies to be optimised and business models to be reinvented.

Meanwhile, there are the financial crises and falling incomes, which are leading companies to offer loyalty schemes for a few months (both B2B and B2C).

All of this is happening on a global scale and at a dizzying pace, which creates enormous pressure — and every single one of us is affected.

Which companies and sectors are expected to adapt best to the circumstances

It is clear that the more recognition and public presence a brand has — particularly through a strong online component — the greater its ability to respond and its chances of success in the face of these circumstances.

Many brands are aware of how important the social side of things is, which is why they are also choosing to strengthen their ties with their employees and business partners.

What is more: because they capture attention in a time of crisis, they will certainly be the ones remembered once the pandemic has passed.

What brands can offer, whether they are digital or not

There are always ways to stay in touch with your customers, even if only virtually. In fact, if there was ever a good time for online business, this is it. Most people are bored at home, gadgets in hand and eyes on the screen.

Whatever the line of business, any brand can create opportunities online:

– Build a website or improve the one you already have;

– Invest in your brand's social media;

– Launch a solid Remarketing campaign;

– Produce more and better blog content to promote your services

Business opportunities

Start by defining your objectives and then your strategy: how can you serve your customer remotely? What does your company do best? What can you offer at this stage?

On top of that, depending on the nature of each brand, you might consider:

• online sessions (clinics/ coaching/ holistic therapies)
• online classes (courses or workshops of all kinds)
• consultancy (marketing/ communication/ design/ finance)
• creating an audiovisual content channel
• producing a podcast (entertainment/information)
• running online events for entertainment, information or support
• promoting social solidarity campaigns
• creating or reinventing hygiene products
• proposing partnerships with delivery services for those unable to get out and about (as in the case of bakeries, ironing services, etc.)
• introducing new offers aimed at customer loyalty (for example, a restaurant whose daily menu cost X could create a weekly meal package at a more affordable price)

The local economy

Reviewing our consumption habits and rethinking the regional economy is one of the big tasks this pandemic has set us.

By producing and investing locally, we can not only lift the region's economy but also make our consumption genuinely more sustainable, which has a positive impact on our own community

How many of us have already started, quite literally, sowing seeds in the soil on our balconies and terraces?

Thinking about more local business ideas worth incubating:

• anyone who enjoys cooking could now offer catering services with local deliveries. There are families with no time to cook who would be grateful for that service.
• Could you also make bread or granola and create your own brand to launch in a few months' time?
• How many families need help with schoolwork? Perhaps you could set up an online study room for the children and young people in your community.

What some brands are already doing

– Major social networks such as Facebook, TikTok and Spotify have run entertainment, information and solidarity campaigns.

All of these campaigns served to raise funds and support other institutions.

– In Education, we have universities, schools, foundations, publishers and magazines giving free access to their content. Many are also encouraging interaction and collaboration between everyone.

– There are brands such as Volkswagen, Audi, Mercedes, McDonald's, CocaCola and Kappa creating campaigns encouraging social isolation by redesigning their logos.

– Logistics brands (FedEx, for example) have taken on the job of distributing food, drink, medical equipment and other products to those in need.

– There are brands (such as Razer, which makes gaming equipment, or the Portuguese company DGA, which makes car parts) converting production lines in their factories to make masks and other hospital equipment.

– Some insurers have created specific insurance plans for professionals on the front line of the epidemic.

– BBC Global News is offering airtime to international health organisations so they can broadcast public health messages about the coronavirus.

– Brands such as Skechers have focused their people on raising funds to support their employees and partners.

Conclusion

Amid many changes (some of which will be irreversible), the pandemic has shifted our patterns of awareness and consumption, and it turns out that many things we thought impossible simply are not.

What choices are you making right now for your business and your team? Where do you want your brand to sit within the community? Put all the possible scenarios for your business on the table.

In a few months' time, when the moment comes to look back, you will certainly want to have risen to the challenge. And that can be amplified by a strong digital presence.

For our part, if there is one thing we have to offer, it is precisely a specialist Marketing and Communication service geared towards the digital world. Count on us to turn this moment of crisis into the ultimate opportunity to make a change.