It is a proven fact that brands increase their market share in direct proportion to the effectiveness and strategic strength of their communication efforts. However, maintaining the continuity of these communication activities is equally critical in order to preserve competitive advantage and market position.
The pandemic period we have experienced has brought a challenging phase for everyone. With the postponement of trade fairs and the near halt of direct sales activities, many companies—particularly those operating in out-of-home consumption and industrial sectors—have fallen short of their targeted revenues. Although vaccine developments have provided some optimism, it is still too early to determine exactly when the pandemic will fully end. As in every crisis, however, brands that manage to preserve their value during this period will undoubtedly emerge stronger. The key to protecting brand value lies in maintaining communication with target audiences. During such fragile times, it becomes even more important for brands to adopt a reliable and honest tone. While communicating the promises of their products or services, brands must ensure that these promises are conveyed sincerely and realistically.
Another critical point in brand communication during the pandemic is media channel usage. With the transition to the “new normal,” audiences who have spent extended periods at home are increasingly seeking to spend more time outside. This shift presents an opportunity. To achieve greater visibility, brands should move toward a more integrated and holistic media strategy, ensuring communication efforts are aligned across multiple channels.
Ultimately, rather than cutting dialogue in an effort to reduce budgets, brands that continue engaging with their audiences and strive to strengthen the bond between them are more likely to emerge from the pandemic stronger and more resilient.
