Pandemic Ads - Heart warming or Disheartening? A Thought On Branding
The pandemic has brought us more than just banana bread and stockpiled loo roll. The vast majority of us have been watching a little (or a lot) more TV than we would usually. No judgment here, just stating facts. But when I sit down with my wife for another episode of Junior Bake Off or whatever new comedy might lift our spirits ever so slightly, we can’t help but pass comment on the flurry of new ads, and whether they hit us right in the heart or feel like a slap in the face. Branding is about your brands identity and being true to it, connecting with your audience showing alignment with your core values. Sadly, some companies miss the mark on this and it only creates resentment.
Facebook are not the most loved company on the planet. This could be down to the emotionless man at the helm who bathes in our data and seems to know what new gadget I want for the kitchen before the thought has left my mouth. Or it could be down to the fact that they only paid £28.5m in tax in 2018 as revenues hit a record £1.65bn. Who knows? Either way, it’s a far cry from the general feel of the public towards facebook. Maybe you feel like this ad hits the mark, but maybe you feel like there is no sincerity in the words spoken and that the seemingly constant flow of fake news and uncle knob heads breakfast pics really don’t make us feel connected through their social media platform.
On the flip side Tesco had two amazing ads this year that, while both are very different, hit the mark on being sincere and connecting with your audience in a way that doesn’t cause them to find more reasons to dislike you. Their ad at the start of the year was a simple informative ad that laid out what they were trying to do to help out and keep not only us, but their staff safe when shopping.
It seems simple; be honest, don’t patronise your customers and move forward with compassion. It comes across as personable, it brings value to their customers by knowing what to expect and perhaps even taking away some angst of the unknown on the first lockdown shop.
This aspect of branding has had a COVID shaped spanner thrown in the works and the countries overall mood has had to be taken into consideration more than ever over the past year. If Tesco still ran that ad now (with masks) it might come across patronising and teaching you how to suck eggs, no thanks. Yet Tesco did the double this year and released a Christmas ad that hit the mark. It didn’t try to change anything, it just came forth, honest with the intention of lifting our spirits and connecting with us at a time of great uncertainty and worry about whats to come.
The main reason for this post is to try to point out that whether you are a large, nation wide supermarket or a local vet, your branding can have an impact both positively and negatively if you don’t keep the focus on the customer. Keeping your client base at the core of your brand in everything from ads to apps, from websites to business cards, creates a chance for real connection.
90% of millennials say that brand authenticity is important and that can been seen clearly in these two companies. More and more younger audiences are taking preference of more organic and real feeling brands over perfect and packaged. Over half of consumers think that less than 50% of brands create authentic content.
The solution is simple: your story. Tesco used their customers story to evoke laughter at a time when much of our hope was lost. But there are plenty of ways to tell your brands story. It might be the story of how the company started. Being true to yourself is one of the most vital brand aspects of today, and it’s only getting more important.
If you want to help tell your brands story or help define the direction of your company, pop me an email. I collaborate with some amazing minds that can help facilitate all facets of branding. Click here, I look forward to working together.
