Brands can be positive force

Given the sheer scale of the coronavirus pandemic and the impact on human life and economies on the African continent, it is time for brands to step up and practice what they preach.

They need to drive a purposeled response by giving life to their promises and values, and becoming truly preoccupied with how they support their customers.

It is crucial that brands play a leading a role in creating an environment of hope and optimism.

Strong leadership is needed and those who do not adopt a strong ethical position will face the risk of trust erosion.

Consumers are looking to brands that demonstrate a purpose or belief, know why they exist and are making a difference in the lives of customers and society.

While brands’ manifestos are written in manuals and expressed in advertising messages, this crisis presents an opportunity to deliver on those ideals.

When consumers look back, they will remember the brands that delivered on their promises by playing a role in alleviating consumer anxiety.

Successful brands have three things in common:

They take leadership positions, They have a unique brand of service, and

They have an enviable people brand.

These aspects enable some brands to outperform others.

It is important for brands to stand for something during this period.

Given the multitude of government, stakeholder and customer needs, brands need to decide what role they choose to play in support of relief efforts within their respective markets.

This may also mean brands need to review their pre-Covid-19 marketing plans and realign their investments to initiatives that will create the biggest impact and relief for customers.

There are examples of how brands are providing support to customers through things like premium relief in financial services to providing support to small and medium enterprises.

But part of playing a supportive role is also being “present” for customers and this requires brands to actively seek ways to open channels of communication with customers.

The pandemic has led to the acceleration of omni-channel strategy implementation and brands are increasing their digital presence via mobile and social media.

These access and touch points will become more important.

Employee wellbeing will continue to be a major area of concern as the sustained lockdown heightens mental stress.

It is not just what brands say, but also how they say it.

The subliminal messaging it sends is as important as the type of experience the brand creates.

Essential service brands are finding innovative ways to keep social distancing within the location environment.

Given the sheer scale of the crisis, it is clear brands cannot do it all alone. An ecosystem of partnerships to address end-toend solutions is a practical way to close gaps.

Andisa Ntsubane is Old Mutual’s head of strategy