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7

How your brand could help during the COVID-19 pandemic.

Business

4 minute read

Written by: Filip Felbar, Creative Director

So, I've had this plan to start a branding studio for a while now. I've been in the research, prep, design and development phases for the last couple of months. The planned launch date was getting closer every day. The idea of finally bringing my brand to life as well as working more with past and new clients was both exciting and terrifying.

Then the Coronavirus pandemic escalated. Very quickly. Everything changed in what seemed like an instant.

Well, now what? Wait it out or go ahead as planned? After taking a lot of factors into consideration I decided to go for option 3 in this situation: go ahead and adapt.

I'd like to take this time and share two key points as a starting ground for Klasik:

1. Based on the current research and understanding of users and brands, I’ll give you an idea of how brands could, not only adapt,but help with the pandemic.

2. I’ll tell you a bit about how Klasik will adapt to the Coronavirus pandemic

So, let’s dive right in.

No one cares about brands right now

Well, I do. But that’s beside the point.

In a world of uncertainty and isolation, we crave connectivity more than ever. I've seen this first hand as my recent online Baldur’s Gate sessions have been disconnecting more frequently than ever. This is partly because people are spending more and more time online. Companies have gone remote, events and activities have been canceled, so as a way to not only work more efficiently but also to help fill up our free time, we’re spending more of it online. I believe this to be an important space for many brands to help their tribes.

The people confined to their homes don’t need brands at the moment. At least, not in the way we’re all accustomed to. They need communities and experiences that make their lives easier.

Recent studies have shown that users don’t expect brands to cut down on their advertising, but they do expect them to be aware of the devastating nature of the COVID-19 pandemic. Simple daily activities now seem like a luxury that fewer and fewer people can afford- in both a health and economic way (McKinsey and Company have a very detailed view on this). Your brand or service should keep that in mind when developing new communications and content. Although, being empathetic of your tribes and aware of what they’re going through isn’t going to be enough. Your brand will have to offer true comfort and value.

Now, let’s be honest. Up until a few weeks ago, no one was expecting something like the Coronavirus outbreak. It’s perfectly understandable if you haven’t had enough time to prepare your digital presence. Therefore, if you’re having a hard time creating a digital presence, we’d like to offer you a free and no-obligation discovery session to give you a better idea of how to achieve this.

What to expect of Klasik?

The second point I’d like to touch upon is what you could expect from us. Klasik specializes in branding and design. In this current state, with COVID-19 forcing companies outside of their patterns and comfort zones, the services we offer and the way we approach projects will most likely change rapidly. But that’s why I got into branding and design in the first place, to meet new challenges and provide unique outlooks on important matters.

The primary idea with which we started planning and developing Klasik will remain the same.

We make effective experiences to help bring companies closer to their audience.

Now, more than we ever thought, we aim to stand by it.

Establishing meaningful relationships with your audiences will help place your brand as more than just a product or service. By adapting to the pandemic and being helpful to your tribe, your company could improve how people at home go about their new daily activities, but also be seen as a more important aspect of their lives in the long term.

To give you a better idea of how some brands are evolving to meet the emerging needs of their users, I’ve compiled a shortlist of examples.

- YouTube creates Learn@Home for families

- Cell phone companies such as AT&T and T-Mobile have offered unlimited data or waived late fees

- Audible offers hundreds of free titles to help children and students

- Popular brands are raising awareness for the importance of social distancing

Google is refining the experience when people search for COVID-19, including links to resources from national and local health authorities

Digital approaches like these could be something your brand could offer as well. Not sure where to start? Klasik is here to do whatever we can, be it branding,content creation, discovery, building a digital presence, or something we haven’t even thought of yet! We’re always ready to help so don’t hesitate if you’d like to learn more.

I’ll also post my self-isolation guide as well, to help you get through spending your days at home. But until then, you can follow our playlist on Spotify or Deezer and see what we’re listening to during the pandemic.

Stay home and stay safe.

Filip

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