Building A Brand in The Post-epidemic Era
People have long been accustomed to life in the post-epidemic era, which affects consumers’ shopping habits and consumption concepts, and the trend of offline switching to online is becoming more and more obvious. The penetration rate of digital consumption has further increased, and consumers have paid more attention to green environmental protection, food safety and health preservation. The demand for “safety” has penetrated into every consumption behavior unconsciously.
Why is building a brand more important today?
Because consumers are increasingly concerned about the attitudes reflected in the behavior of brands.
When a problem is highlighted on a larger scale, the more important the attitude the brand reflects through its behavior. Even without any substantial changes, the popularity of social media can have a huge impact on how brands behave.
In the post-pandemic era, audiences have become more discerning. Information spreads at breakneck speed on social media. For brands, they must hold themselves to higher standards.
This is the most initial awareness of consumers about the brand, and it is also the first stage of the consumer journey.
What product or service does the brand offer? In what channel? How is it different from other brands?
Coca-Cola’s red and white color scheme is a visual symbol created by the brand in order to create consumers’ cognition and persist for a long time.
Brand awareness is the audience’s familiarity with a brand and its products and services.
From simply identifying the brand logo, color and market segment, consumers can learn more about the products and services a brand offers. For brands, the most important thing to build brand awareness is to maintain brand consistency. No matter in any marketing or market promotion process, adhere to a unified brand tone and make information highly consistent, in order to continuously strengthen consumers’ recognition of the brand knowledge and memory.
Brand reputation refers to the public’s perception of the entire brand, and is the cohesive and comprehensive identity and character of the brand.
In addition to event marketing, press releases and various marketing carriers, the brand’s attitude towards public issues is also the way it builds brand reputation.
The younger generation of consumers know that purchasing power is their “voice”. In 2017, 81% of millennial respondents globally wanted brands to publicly announce their positions on environmental and social issues. They expect brands to actively communicate this type of message and take continuous action to support the development of these environmental and various social issues.
Brand recognition, brand awareness and brand reputation are like three concentric circles, in brand management, starting from the innermost circle and spreading outward.
The fundamental question is not how to increase brand awareness or recognition, but how to inspire the elements that make up a brand into a cohesive whole. When built into branding and marketing campaigns, project authentic, consistent values that align with what your target audience finds most important. This is why building a brand is even more important today.