The Small Business Guide to branding during a Pandemic
It’s been one year since the start of the pandemic and there is no doubt that we’ve all had to pivot our businesses to account for the ever-changing climate. We hear you. We’re tired. You’re tired. We all just want things to go back to “normal”. Now a year later, it’s safe to say that this IS the new normal and the pandemic has drastically shifted the way small businesses operate. Over the last year, we’ve helped clients pivot their branding in new and creative ways. Since our heart and soul is working with small businesses, we’d like to offer a few tips on how you can enhance your brand experience to adjust to this new world.
1) E-Commerce
The biggest and most noticeable change of the pandemic has been the increase in online traffic. If you aren’t making your products available online, you’re missing opportunities. A simple way to do this is by building an e-commerce website. This will allow customers to purchase products directly online without ever having to go into the store. With new technology, you can easily link your online shop to your Facebook or Instagram page and have customers shop directly from your social media. If you need help in this realm, just ask! We love designing e-commerce websites!
2) Brand Signage
With new health measures popping up every week, it’s important to be clear about your Covid protocols. Make it clear with window decals, A-Frame signs, floor decals, and posters. These can all be designed so they are consistent with your branding.
3) Enhance your digital branding
Since more and more people are popping up online these days, you also need to be mindful of your digital brand presence. It’s all about brand experience, so keep it consistent online as well. This can be done by creating a visual brand strategy for your social media that is authentic to your brand. Keep it transparent and authentic but also keep it looking fresh! You can hire a designer (like us) to help you, or you can do this with simple Canva templates.
4) Adjust your product offering
With the health pandemic, you’re always at the mercy of the restrictions and having to close your doors, yet again. In the last year, we’ve worked with a lot of businesses that offer in-person services and many of them have had to adjust their product offering. Here are a few different approaches:
If you’re a service-based business, make your services available through video conferencing. Make this clear by adding it to your website or promoting it on social media. Create branded video content or even a fun “on-brand” zoom background!
For restaurants & coffee shops, offer in-home dining packages or take-home options for customers that they can purchase online. Keep your branding consistent by taking your in-person branding and creating packaging or labels to apply to your in-home branding. This keeps your brand experience consistent and always looking professional.
One of the best ways to support a small business is by offering a gift card. Make those gift cards fresh with a design that stands out or one that compliments your brand.
Use this time as an opportunity to offer something new. If you’ve always been wanting to create that apparel line or a new product or service, do it! Just make sure it's, you guessed it, on brand!
5) Stay true to you
While you want to help your customers as best as possible, you need to do so in a way that makes sense for your brand. Jumping on trends, adopting a new brand voice, or trying to be everything to everyone can come off as false to your customers. People want to have a personal connection with your brand so make sure it’s true to you and what you believe in.
There you have it! 5 tips for branding during a pandemic. While our hope is for life to return to semi-normal, there is no guarantee. In that event, we’re here for support and advice and if you need it, a little branding & design work! Stay safe friends!
- The LCC Team