Managing COVID-19 Through the Eyes of The Brand

For the last few weeks, news of COVID-19 continues to lead all messaging across the world. Today, I counted over 100 touchpoints of brands sharing their position during this trying time.

Some brands are struggling to keep up with increased and unpredicted sales, and other brands are still spending but losing their share-of-voice (SOV) or share-of-impact (SOI) with the high level of noise and anxiety that currently exists. Budgets are under review, frozen or being cut inside Q1 with fear of what may yet be coming.

I was remembering when the world was affected by the SARS epidemic. Canadians feeling that same anxiety and what strategies were put in place to get past it. I remember our leadership team who provided a sense of security through giving us a new purpose during those trying times. They asked that we think as our future-selves. 

One of my takeaways from that strategy was to take the time to really understand our consumer, so that when we turned communication back on, we had a bulletproof, engaging, and compelling insight that was the launch pad to get brands moving again. To support this approach, senior leaders called sales plans down, pushed communication out and invested in deeper learning. This was a bold position and one that ultimately put Canada’s brands on the global map internally with brand-after-brand carving new raw territories that translated into realizing record sales growth.

So if I could offer a thought, be brave and take this time to really understand what is uniquely ownable at a subconscious level, or how to leapfrog the competition, or how to connect and create new consideration through diving into a raw new space inside a brand. Take this time to learn, plan and then leap forward with greater impact.

COVID-19 is new and causing a paradigm shift for both employees and consumers in the way they see, feel and interact through your brand and the world. For me, that future-self mentality is a positive way to feel more in control today, while planning to unlock the full potential of brands.

Meet Margo…brand visioning & marketing

Margo Jay is a Master Brand Strategist with a career leading globally recognized brands; developing and launching a proven model that maximizes competitive sales potential and consumer appeal. She has built the model to help companies of all sizes. Her Client roster includes entrepreneurs through to Fortune 100 brands: NHL teams, Global QSR brands, CPG brands, Broadcast brands, Agencies, Non Profit brands, Hard goods…this model and process provides competitive advantage in any category.

Complete clarity. Ownable distinct selling proposition. Shared values. Brand Clarity. Brand Focus. Brand Inspiration. Brand Obsession. Unlocking brand potential is what she does.

And it all starts with why!