JAKARTA, PRINDONESIA.CO – A similar thing is also experienced by DMID, a branding consulting company that specializes in forming branding strategies, corporate identity, to brand engagement. "The policy of maintaining physical distance and working from home is certainly a challenge for us, including other companies in maintaining the brand," said Almira Shinantya, Managing Director of DMID, through a written statement received by PR INDONESIA on Tuesday (21/4/2020).  

Almira gave five tips to save the brand in times of uncertainty like today. First, show the original color of the brand. "It's the right time for us to evaluate and readjust the values and positions of the brand, without having to shift from the essence or purpose of the brand's goals," she said. 

In a confusing situation like today, many people are looking for a brand that they can trust and show sincere actions without having the impression of using a difficult situation. "Stay focused on finding new ways to stay relevant and add value to your brand in the daily life of the community," said Almira. Because they will remember the brand that has made a positive contribution to themselves and around them.

This step can be done easily if the brand already has a strong foundation. If not, then this is the right time to invest in building a more strategic brand. Like the saying ‘Life is short, brand It!’ That is, life is short, so build the brand as well as possible.  

Innovate and Communicate

Second, keep innovating. "Changes in the midst of a crisis occur very quickly, then the ideas we have and when they are realized must proceed at the same speed," she said. Almira encouraged us to accelerate each process, and apply new ideas in ways that are easily practiced. 

"This is a matter of life or death. Do a deeper data analysis, understand what the community is doing, re-examine every relationship your brand has built up over the past years," she said. This step will provide a firm grip for companies to think about and adjust their products or services. With notes, do not shift from the essence of the brand.

Third, continue to communicate and connect. "Don't fall asleep at a time like this!" She said firmly. Because this is the worst time for a brand to be silent. "The world can leave us if we don't do something," she added. So, keep communicating with consumers/audiences by using a language that is simple and easy to understand. 

Sharing messages that are too complicated will only make it difficult for consumers/audiences to understand. Moreover, when spending more time at home, people actually have more news consumption patterns than usual. "Dissemination of information that is messy will only make our information not conveyed," said Almira.

Therefore, double-check the message you want to convey and how to convey it. Build communication and open conversations with the audience. Actively involved in relevant topics. Be friends with them on social media. Until finally, they remember our brand. "Sincere, educative and relevant communication is the hero content in the current situation," she added. 

Fourth, provide a good and uninterrupted experience. Today’s conditions are the beginning of many new expectations from the public towards the brand. Therefore, make sure the brand is able to meet, even exceeding their expectations. If it works, it's not only the brand that stands out. More than that, stronger loyalty builds than before.  

The way is to understand changes in audience behavior. After the enactment of the Large-Scale Social Restrictions (PSBB), for example, community space was limited. "Create innovations that can make consumers/audiences still be able to enjoy our services, even though the space for movement is limited," she said. One of them is by building memorable experiences through technological sophistication such as augmented reality and virtual reality.

Fifth, look inside. "Make sure we are with an internal team who are willing to struggle to face this difficult time. Let go of those that make us not free to act and move to save the brand," she concluded. (ais)