Skip to content
iQ 360
An integrated communications agency
360
  • Home
  • Our Work
  • Capabilities
  • About
  • Join Us
  • Blog
  • Contact
We build + protect reputations

Strong Brands Continue to Connect, Even in Uncertain Times

08.05.20 | by iQ Staff
  • Share via
Branding, Communications, PR
  • Share via

As an undercurrent of uncertainty runs beneath the surface of daily life around the world, companies continue to navigate unfamiliar terrain. In the face of such challenging times, it can be difficult to know how to communicate with clients and customers. Many companies wonder if they should communicate at all.

Part of the answer lies in the very thing that has been disrupted during this global pandemic – connection. Recent reports have shown that the majority of consumers appreciate relevant and timely information from brands during this time. Brands that “go dark” or stop communicating during 2020 could see as much as an 11% revenue decline in 2021 according to Nielsen. These brands can take up to three to five years to recover.

While how you connect with your audience may change, making that connection continues to be key to guarding your brand equity and value.

Strong brands understand their audiences. As purchasing behavior shifts, people are looking for more than products or services; they’re seeking solutions to their needs. Consumers are price conscious, and they want to understand up front the value and benefit of a product or service. It’s no longer enough to say how you are different from the competition, you need to communicate your relevance. Brands that reassure, are relevant and connect will find competitive ground during times of crisis.

Strong brands….

 

Reassure

People want to have a sense of security and the feeling that they are making the right decisions. More than ever, people want to align themselves with brands that are doing good in the community or share their values. Starbucks, for example, has done a great job of consistently embracing safety protocols for employees and customers. Importantly, the company has also clearly communicated these measures to their various audiences.

 

“Brands that reassure, are relevant and connect will find competitive ground during times of crisis.”

 

Create Relevance

Retail has been turned on its head in our new normal. Stores are thinking about how they continue to adapt and evolve and meet customer needs in order to plan for the future. In keeping with their democratic approach to design and fashion, Target has announced a partnership with Walmart, and CVS called the Beyond the Bag Initiative, a plan to reinvent single-use plastic bags. The initiative invites all entrepreneurs and inventors to pitch their best ideas to replace plastic bags. This is a great way to connect with the public on an urgent issue, demonstrate their commitment to sustainable business, and highlight their optimism for a future that includes shopping in stores.

 

Connect

People crave connection. Whether it’s a video call with loved ones or content that inspires them, the power of the interactive dialogue between brand and audience has always been through the lens of human connection, tapping into a universal truth that moves us.

Children’s apparel brand, Carter’s, debuted a family-centric, “Stay at Home and Make Memories” campaign featuring their employees and children. The spot centers on children who are excited to have more time to play together and the importance of staying home so we can all be together in-person again someday. Aligned with the values of its audience, the campaign resonates in a way that is real and reveals a common truth.

Brands that stay true to their core identity and purpose while shifting their messaging to reflect the times are better able to connect with their audiences. For example, Nike’s play inside campaign expresses the idea of overcoming the odds, being courageous and staying strong mentally and physically, whether that’s through team sports or alone in your living room.

At a time when people are social distancing and not interacting with companies in traditional ways, it’s vital to stay relevant by showing you understand what people are experiencing and reassure them of your shared values. This connects you in a meaningful way, humanizing your brand and driving brand loyalty through uncertain times.

  • Share via

Top Picks for You


March 22, 2023

Welcome iQ 360’s New Account Executive, Bianca Kahele-Fontanilla →

March 15, 2023

Welcome iQ 360’s New Senior Account Coordinator, Josh Adachi →

Post navigation

 10th Anniversary Blog Post: 10 Questions with Lori Teranishi
7 Landing Page Design Tips for Digital Marketers 

Categories

C-Suite
Tactics & Tips
Visual Communication
iQ Insights

Must Reads

December 18, 2019

Reflecting and Goal Setting for Communicators [WORKSHEET] →

January 8, 2020

PR and Marketing Predictions for the Next Decade →

December 4, 2019

Create a Company Culture That Reflects You →

Stay in the know with our quarterly newsletter
Loading...
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy | ©2023 iQ 360 Inc. All rights reserved.
We are a certified minority- and woman-owned business.
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy
©2023 iQ 360 Inc. All rights reserved.

We are a certified minority- and woman-owned business.

Privacy Policy

Last updated on June 5, 2018.

 

This privacy policy explains our collection, use, disclosure, retention, and protection of personal information collected through our website, www.iq360inc.com (the “Website”).

 

  1. Information We Collect

We collect personally identifiable information about you, including your name, email address, and phone number, when you send an inquiry to us on the contact form on the Website.

 

  1. How We Use Your Information

We will use your information only to respond to you regarding the reason you contacted us. We will contact you by the means by that you have consented to us contacting you, as you indicate when you submit an inquiry to us via the Website.  We will not share your information with any third party outside of our organization.  We do not send any promotional emails; however, we may contact you via email in the future to tell you about changes to this privacy policy.

 

  1. Cookies

 

  1. Storage of Information

Personally identifiable information that you submit to us via the Website is processed and stored, if at all, in the United States.  We will not keep your personal data for longer than is necessary for the purposes for which it was collected.  We determine the retention period based on the purpose for which the information was obtained, our legal obligations, and our technical and business requirements. 

 

  1. Your Access to and Control Over Information

You have the right to opt out of any future contacts from us at any time. You may do the following at any time by contacting us via info@iq360.inc.com or 808-536-2729:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data or if you feel that we are not abiding by this privacy policy.

  

  1. Security

We take precautions to protect your information. When you submit sensitive information via the Website, your information is protected both online and offline. Only employees who need the information to perform a specific job (for example, customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

 

  1. Updates to This Statement

This privacy policy may be subject to updates.  Any material future changes or additions to the processing of personal information as described in this privacy policy affecting you will be communicated to you through an appropriate channel.  For example, we may email you to let you know about updates to the privacy policy.

 

 

Subscribe

Emails collected through this form will be used for marketing and business updates. We are the sole owners of the information collected on this site. We only have access to information that you voluntarily give us. We will not sell or rent this information to anyone. You may opt out of any future contacts from us at any time by contacting us via the email address or phone number given on our website. Please see our privacy policy for full details.