How To Adapt Your Brand & Online Strategy in 2020
2020 is proving to be the year of unpredictability. We’re now five months into the new decade and not one of us could have predicted we’d be in the middle of a global pandemic. Countries across the world have locked their gates, communities have been boarded up and businesses have had to adapt to the “new normal” – whatever that may be. But it’s not all scary news, there are glimmers of hope.
This is a perfect time to review your business and reevaluate your brand and purpose. Or, if you were dreaming of setting up a business, then why not take this time to iron out the details and make sure it’s perfect? 2020 may be the year of unpredictability but with the world on hold, this may be the era of adapting and taking on new adventures.
Social media has had a turbulent time over the past few years. With new apps breaking through the noise and concerns over privacy taking over our timeline, it’s been a rollercoaster of a ride. But now, with more people than ever spending time indoors, social media has become a second home to many. Brands have always had to adapt when it comes to using social media, everyday there seems to be a new trend to get behind or a new app to promote yourself on. But now more than ever, brands and businesses across the globe are having to rethink how they operate, with many making the leap from offline to online.
But how can brands adapt to what 2020 has thrown at them? And how can social media help? We’ve found the top 5 ways you can adapt in 2020 and how some of our favourite brands have taken on the challenges of lockdown and come out on top.
1. REMEMBER YOUR PURPOSE
If 2020 has taught us anything, it’s that we never know what’s around the corner. So, taking a moment to understand your purpose is extremely important. Take a moment to look back to when you first started your business, whether it was 10 years ago or just 10 months ago. What was it that made you start in the first place? Was it the love of your community? Did you have a great product that just had to be shared? Did you have a passion for sharing ideas and meeting with your customers? Whatever it may be, use it to fuel your next steps and to remind yourself why you are here.
We recently chatted with Clem Balfour from Yoga Brunch Club on our first online version of Startup Stories. Using this platform to speak to Bristol entrepreneurs and small businesses, we caught up with Clem to see how she was adapting to life in lockdown. Although her business has had to adapt to the current situation, Clem offers online brunch clubs and Zoom yoga sessions so that she can stay connected to her customers. Clem’s mindset and attitude towards her brand is unwavering, as she brings wellbeing and positivity to the people when they need it the most.
2. KEEP IT REAL AND PERSONAL
It may seem obvious but keeping it real, especially now, is of the utmost importance. Your audience knows you, they follow you for a reason, so trying to be something you’re not will send them running for the hills. Because of the global pandemic and social distancing, we are now finding that what people can relate to is changing. Before the mass lockdown, we could expect brands to put out content that may have shown people enjoying their products in store or of local events. But now this is something that none of us can relate to. So, adapting your content to reflect the current circumstances will help to keep your brand authentic and genuine. For example, you could take this time to be personal and show the team behind the brand. It will help your audience feel connected and will get people to understand the faces behind their favourite brand.
We love checking in with ethical and sustainable clothing brand Lucy and Yak as they take to social media to share their story. Their Instagram is full of fun videos and posts that highlight the people behind their brand and what makes them so special. Not only do they promote their handmade products but they also use their platform to speak on important issues such as mental health and the fight against racism. In the fight against COVID-19, Lucy and Yak have taken it upon themselves to use their platform for good. They’ve created clothing for NHS frontline staff, written about the effects of Coronavirus in India and have highlighted how isolation is affecting those with disabilities. Lucy and Yak are a great example of a brand keeping it real and being genuine across their channels.
3. BE RESOURCEFUL & TESTGROUND IDEAS
If there’s one thing you can do during this time, it’s make the most of what you have. That means taking advantage of platforms like Facebook and Instagram and using their resources to help fuel your online content. Facebook launched Creator Studio back in 2019, a platform where business pages could create, schedule and measure engagement on their posts. This is a great way of managing your content and reviewing your insights – which is so valuable when it comes to social marketing.
Also, why not use this time to test out new ideas and new ways of working? Have you got a great idea that you’ve been wanting to try? Or have you thought of a new way of promoting your business online? With normal life on hold, this could be the best time to try out that great idea you’ve had tucked away. Audiences are more forgiving and open to try new things too, supporting small businesses where possible, so don’t be afraid to test the waters.
4. COMMUNITY OVER COMPETITION
As we reach our 10th week in lockdown, staying connected to loved ones has never been so important. This also translates to your social marketing. Before this all went down, audiences across social media were beginning to crave real life experiences that they can share with their friends and families. And that sentiment hasn’t changed, it’s just changed format. Being adaptable in 2020 is all about rolling with the punches and thinking of new ways to connect with your audience.
Clients and businesses have been asking us “how do I talk about what we do right now?” Well if you’re a brand that is built on community and connecting with people, then why not host an Instagram Live session where your followers can gain insight into who you are. Or collaborate! You could create a campaign centred around user-generated content, a challenge or host a Zoom Quiz Night for your customers or give a shout out to your fellow indie-friends.
We know that building a community is very important to the founders of King’s Grooming as they use their platform to help men talk about their mental fitness. Talk Club has been set up to give a voice to men across the UK who have been suffering with mental health issues and encourages those men to have open conversations. Their latest campaign featuring the charity single #SoulToSave is inviting men from across the country to share their stories, highlighting that a sense of community has never been more important.
Join us on Thursday 4th June as we chat to the founder of King’s Grooming, Blue O’Connor, on our next #StartupStories
5. BE CREATIVE (AND SAVVY) WITH YOUR CONTENT
Now that budgets have been scaled back, projects put on hold and many brands giving the word ‘in-house’ a new meaning, now may be the perfect time to try something new. The internet is full of creative inspiration, from new ways of editing videos to new platforms for connecting with audiences, so finding something that works for your brand should be a breeze.
As we mentioned earlier, take advantage of what your social platforms have to offer. Play around with Instagram Polls, Stories and Stickers. Talk directly to your audience through Facebook or Instagram Live. Make use of online tools such as Unfold, Seenit and Flodesk to help streamline your digital content. There’s no wrong way to talk about your brand on social media, just be authentic and most importantly, remember to have fun!
2020 has been one hell of a year (and we’re only 5 months in), but it may also be the year of new opportunities. We’ve seen the growth of community spirit and exciting ‘out-of-the-box’ ideas from brands and new businesses who have taken what 2020 has thrown at them. If there’s one thing you can take from this, it’s that your brand shouldn’t be looking to alienate your audience but find new opportunities through your brand’s purpose. Look into how you can help your audience connect with your brand by showing them who you are as a business. Testground your ideas, be bold, find a new purpose or new ways of working and remember, we’re all in this together.
If you’re looking to reshape your brand or if you have an idea you want to get off the ground then get in touch with Ursula at ursula@konichiwa.agency to talk about one of our latest workshops with case-by-case client rates, during this time.