Can you brand build during Covid-19

Do brands stay quiet? Do they adapt their proposition? How do they engage audiences? We analysed four great brand-building strategies that we believe will have lasting impact.

1. Operational pivot (to do good)

Many brands have moved swiftly to adapt capability to supply things in serious demand – from Decathlon (adapted ventilator snorkelling masks), to LEON restaurants (rallying partners to #FeedtheNHS), and clients HomeServe and Best Western Hotels (offering free services to NHS staff). And, like Brewdog (switching from craft beer to hand sanitiser), most will be enjoying impressive uplifts in social conversations and online sentiment. I expect a lasting effect.

2. Shift to public service messaging (pure brand play)

First-mover brands have used their brand stature to encourage citizens around the world to #stayathome. Nike (Play inside, Play for the world) and Channel 4 (No Ifs, Just Butts) are smart, engaging and remain true to their own brand promises too.

Some brands have spun a quirky trick with their logo design (Macdonalds), which are interesting but their impact has been rather short-lived.

3. Shift to Covid relevant messaging (response driving and brand building)

It has taken a few weeks for new edits of existing ads to emerge (Cathedral Cheese, Budweiser Wassap) or new ‘filmed-on-my-iPhone’ ads to launch (The Co-Op). M&S have smartly adapted messages to either pimp your home office (lamps) or get the smart-comfy ‘shirt look’ for all those Zoom meetings. Neat examples tweaking the message to stay ‘lock-down-relevant’.

4. BAU enjoys a (lucky) boost

And then there are the superbly lucky ones who have not had to change a thing! Demand has leaned their way and people can’t get enough. Gousto. Bread-making machines. Disney Plus. BooHoo. And I’ll add our own client, Cotton Traders, for their successful Spring TV campaign.

Whichever way, brands that engage sensitively during lockdown will enjoy a head-start for recovery.