From bras to buses

All brands need to connect with their audiences, now more than ever

Whatever you’re selling, as your organisation emerges from lockdown and braces itself for the challenges of a global recession, the need to connect with your audiences is greater than ever.

The good news is that people are still looking for brands to engage with; businesses still want to do business and consumers still want to shop. What they need now is confidence in your brand and reassurance that you understand them. So how do you achieve this?

Softly, softly

Since most of us have been grounded for three months, it’s no surprise that we’re doing so much more online. That’s why it makes sense to review your digital communications – not just the channels you’re using but the approach you’re taking. Because now is the time to express your personality.

When I’m working with clients to communicate their messages – whether they sell bras, bus journeys, technology solutions or medical services – I encourage them to think of what the audience knows, thinks, wants and believes.

With that in mind, reflect and reaffirm those feelings with social media posts, videos, web content and press campaigns that emphasise soft skills like empathy and emotional intelligence – even a little nostalgia – rather than going in with brand swagger or the hard sell.

Scroll on

While it’s still OK to promote your brand, it’s no longer smart to splash a ‘We made a thing’ post on your social media channels. Your audience have too many demands on their attention; they don’t have the time or patience to work out what you’re posting and why they should care.

Instead, paint a picture that will appeal to their emotions. Don’t tell them you sent 300 of your latest product to Hull last week. Tell them why. Did you help a client to re-open their business with your safety signs? Did you work with the local council to make cycling safer in their city?

Dare to be a bit different from other brands in your sector. Think about how your posts and content will resonate with the people you’re trying to reach. Give them something that will brighten their day, leave them feeling better about themselves, surprise or delight them.

Think of this as an investment. If your brand is one that clients and prospects can relate to, they are more likely to turn to you when they’re ready to buy again. And if you would like some help with shaping those messages, I’d be delighted to hear from you.