Survive and thrive: 5 must-dos when positioning your brand through complex times

17th June, 2020

During periods of economic change, brand communication becomes more important than ever. Right now, there’s a huge opportunity for data and technology companies to demonstrate the value and benefits their technology (or service) has to simplify clinical trials and make them more efficient. How do you stay on brand but connect meaningfully with customers and stakeholders alike? 

Well, here are five things to consider when positioning your brand through complexity  with a strong and meaningful brand reputation that will help both your business and brand thrive.

1. Value

Although more people are spending time at home, Covid-19 has far from slowed down the pace of the CRO world. Whilst some clinical trials have been halted, the industry has scrambled to find workarounds for ‘in-flight’ studies that have been impacted by restricted movement (of both people and products). As such, Covid-19 has presented an opportunity for data and tech companies to show the value of their product. Whether that’s through assisting with virtual trials, making Covid-related trials more efficient or helping CROs to be more patient-centric. Ensuring that your brand clearly articulates the value your product or service has on the entire clinical process will stand you in good stead for future partnerships. How is it different from what else is in the marketplace? What impact does it have on budget, time or efficiency? Capturing these differentiating factors is key.

2. Clarity

With a global pandemic comes a great deal of uncertainty and shifts in human behaviour. In an industry filled with noise around Covid-19, ensure your brand communications provide clarity and transparency. Ensure your brand clearly articulates what your product or service does, who it’s relevant for and how it can help them to market. Put yourself in the shoes of the buyer and be honest about whether your brand messaging says what you want it to.

3. Flexibility

Within life sciences we’ve seen production line adaptations to help manufacture  in-demand supplies; we’ve also seen companies offering their services free of charge to help combat Covid-19. These demonstrations of flexibility improve brand perception and encourage others to engage with your brand. Whether it’s offering flexibility with projects in the pipeline or helping employees to adapt to difficult working environments – be as flexible as possible and your brand will see the benefits post Covid-19. 

4. Community

The introduction of social distancing and social isolation has left many people craving human connection and a sense of togetherness. Forward-thinking brands are now introducing initiatives designed to create a sense of community in a safe and positive way. Whether it’s hosting a virtual event or sending a thoughtful gift to a customer, host a community within your business. Our entire industry claims to be centered around the patient (along with the benefits certain therapeutics or drugs add to their lives). Let’s practice what we preach and be there for one another. Avoid simply communicating your technology or service, instead add value through insights and content.

5. Empathy

The emotional toll that the pandemic has and will have on people at a global level cannot be underestimated. At a time when people feel scared, frustrated and lonely, brands can play a genuine role in making people feel supported and understood. A number of brands are taking action to show their empathy. For example, in the UK many brands are providing services for free or at a discounted rate to National Health System [NHS] workers. Whether it’s being mindful when speaking to customers or providing extra support to employees, be empathetic and people will connect with your brand more than ever before.

Looking to the future

Even after the pandemic has subsided, our memories of this unique and challenging time will remain. How brands act during this period will also be remembered, and in many respects, brand behaviour is being scrutinised more than ever before.  Those businesses that take time to invest in a purposeful and compassionate brand strategy, will achieve the type of brand loyalty and advocacy that can last a lifetime.