COVID-19, the topic dominating the headlines all around the world, has affected the lives of people all over the world, such as social distancing, quarantines, lockdowns and even the looming recession. As brands often tap on existing issues in their marketing plans, this coronavirus has definitely affected branding on some levels as well. 

It’s our job as a creative agency in Malaysia to stay updated with the current digital trends and to utilise them as inspiration or references for our own collaterals. It’s safe to say a lot has changed since the first reported case of COVID-19 in Wuhan.

With our watchful eye, these are 4 distinct ways the 2019 novel coronavirus has changed the way brands operate that we’ve noticed:

Digitalisation

Most of the physical business operations have pretty much come to a halt, given the stringent policies in place to prevent the virus from going viral. All of these have made brands realised the benefits of digitalisation and forced smaller businesses to take up a few digital solutions. 

Be it website development or an eCommerce solution, going digital is what’s keeping many businesses afloat during these troubled times. 

Digitalisation can grow your business by improving your communications, efficiency and productivity, while providing a new contact channel for your customers to interact with you. Using an eCommerce function will allow your sales to continue without operating a physical store, singlehandedly keeping your revenue flowing despite the lockdown.

Seeing the light at the end of the digitalisation tunnel? Approach a full-service creative agency team that can deliver both website designs and eCommerce sites for your brand today!

Digital Marketing

Thanks to the presence of digital platforms, marketing is still going strong. In fact, it’s the most popular medium for marketers right now, especially for products and services that can be consumed at home. 

With the COVID-19 situation, more and more brands turn to digital marketing to meet business goals and objectives, as we face less footfall and interactions in the outdoors. Out with the Out-Of-Home (OOH) advertising and in with the digital. 

From Facebook to Google Ads, there are a plethora of channels for brands to reach out to a wide group of target audience with the right targeting strategy. Combined with the right digital marketing strategy, an impactful and effective marketing campaign is not out of the question even in the current context.

Branding

Aside from all the digital stuff, some brands have looked into adjusting their business on ‘bigly’ scale. For instance, a logo change to reflect the COVID-19 pandemic‘s social distancing and no handshake policy. 

Adapting to the current situation, global brands have thrown their hats into the ring and it’s not just limited to logo changes.

• Big names in the fashion industry have stepped up to help with the pandemic, such as Louis Vuitton and Prada supplying masks and gowns for the frontline medical professionals with their own factories. 
• F&B brands such as KFC, Heinz and Barcardi donating to efforts for research and medical supplies against the pandemic.
• Luxury fragrance brands producing hand sanitisers for free to help the world stay virus-free.

All of these are huge moves in positioning their brands as more than a consumer goods provider, but as a brand with social value that cares for the people living in this world. 

Events

Aside from the travel industry, the events industry has been hit the hardest with social distancing and additional policies to prevent large gatherings. Some schools have even resorted to cancelling their convocation/graduation ceremonies for their graduates, much less large-scale consumer events. 

At least until digital platforms save the day, again. In response to the restrictions, brands and celebrities have resorted to using social media live streams in replacement of physical events.

Given the interactivity available on social media, it’s actually not a bad option to have for brands looking to hold an event for a large number of participants. Using comments, social media offers the platform for the audience to reach their favourite brands better.

In fact, get creative and use the live stream platform in a fun way like The Academic band did it in promoting their ‘Bear Claws’ single:

(Reference from NME)

A Creative Agency At Your Service

The world doesn’t stop because of a pandemic, at least not anymore. To stay afloat and even thrive in the current COVID-19 situation, adopting digitalisation is the way to move forward. Now more so than ever, it’s become crucial for brands to get on board before they get left behind.

As a digital agency turned full-service creative agency, we can identify the various ways a brand can navigate the existing challenges and improve upon their past operations and workflows with digital solutions. If you’re keen to pursue such an opportunity, well here’s our name card.