This global pandemic has affected every business in some way or another. There is a pertinent second-order effect in the market. Does this present a definite question to brands that how they see this, as a threat or an opportunity? Covid 19 posed a challenge to both buyers and consumers, and now brands have to manage how they can overcome and conquer the changing market and market sentiment.

The pandemic has affected consumer psychology, and there is a major shift in their buying behavior and media consumption. The change in the expenditure pattern of consumers has led to the change in the expenditure pattern of brands as well. Consumers have increased spending more on essentials like health, hygiene and grocery products. Planned investment or expenditure has been put on hold as the priority is to cut costs. The consumer has become picky and evaluative. Due to this move, brands now have to transform themselves and adapt to the situation accordingly.

The challenges that the market is facing are inevitable but aren’t intractable. Brands need to have a proactive approach. As a brand, you cannot afford to play on the back foot, especially when the competition is intense and consumers are holding back. You want to be heard and seen.

Being a non-essential product/service brand, you may find it challenging to keep up. There is a huge drop in profits of brands belonging to the fashion, automobile, real estate and other such industries. But a brand can do wonders with marketing. So here are the few measures you can take to maintain the momentum, stay relevant and sustain effectively.

The strategic move: Don't put a break in your marketing and advertising even if you do not belong to an essential product/services category. You must restrategize your plan of action as per the new normal. Re-think about your brand’s architecture and reshape your vision. Think about whether your strategy is relevant or not? Decide if you want to keep investing in it or want to pivot? For instance, Haier focused on a virtual shop experience for customers visiting their online platforms.

Marketing for the long run: You may restructure your budget but don't stop your marketing completely until you are forced by your budgetary constraints. You still have an audience to consume your content. You don’t have to go for mass advertising or have big marketing spend, but keep reminding and updating your audience with your campaigns and initiatives. Since most of the users are staying inside, brands must use this as an opportunity to be vocal. Asian Paint did a good job with its recent “Har Ghar Kuch Kehta Hai '' campaign, the visibility and engagement you create now will keep engaging your consumers. Do your marketing for a long-term impact, keeping in mind your short-term goals.

Go for effective mediums: Recent trends have shown that although the digital space is really crowded yet advertising via online platforms has proved immensely useful. So, understand where you will find your audience and how that medium suits your pocket. Don't go for print, broadcast, or expensive websites if it doesn't go with your budget. Look at other really frugal and effective mediums like WhatsApp marketing, OTT, videos, and referral sales. You can also collaborate with macro and micro-influencers and use social media efficiently. Almost all brands are turning to and opting for digital campaigns.

Grab the opportunity: It's a good time to restrategize as you have all the time you ever wanted. Analyze data vis a vis the new normal and see if your product/services need some allocation? You may experiment with your brand image, rework the positioning (if need be) and even add something to your product category. Even a cosmetic brand like LÓreal faced a global dip of 13% in profit and chose to go “phy-gital

Revamp it: Brand revamps, repackaging and restrategizing your product and brand marketing may prove to be a good investment to stay relevant and ahead of the curve. This can help you when your product is less in need than before. Rebranding can help you with a new vision, a new identity and also a new target group.

Don’t underrate your local shops: Though it is widely believed that people would buy more online, your neighborhood Kirana will always do good business. Target your local audience. But make sure that you are ready with your product/ service, as nothing can be worse than having a demand but no supply.

If you are in essential products/services, bingo!! It's your time throughout the year. Don't spend it in a rush and don't overdo it. Plan and strategize it well. Since the buying behavior, pattern, priorities, and methods have changed big time, you must plan accordingly.

Media mix: Develop a good media mix to leverage from all platforms and create a noticeable communication footprint. Get the best of media when it's cheap and clutter-free. Print, Broadcast, Outdoor, Transit (app-based cabs), Games and Digital media would help you leverage from each spends and exposure. Choose wisely. It's a win-win situation for both small and big brands.

Do not hurry: Think before you advertise. Don't become a me-too brand, desperate to encash the opportunity. You will never have a lasting relationship with the consumer if you are not able to communicate In the correct way. Intelligent brands will use this opportunity to build a relationship for times to come. Take baby steps, if required. Focus on your business objectives. Your priority should be brand building, brand awareness, and customer engagement.

Work on packaging: Use your packaging well for smarter communication. If need be, redesign the packaging or add a temporary sleeve/sticker. Swiggy introduced double-layer packaging to ensure the consumer’s safety. On the other hand, grocery brands like nature’s basket are switching to single-use paper bags from cloth bags for easy disposals.

Play on USP: Develop a meaningful product differentiator. So many big as well as small brands, who could think and manage the production and supply chain, has started dealing in hand/surface sanitizers. But only a handful of them thought of easy application, portability, easy storage, and wastage control.

Maintain standards: Don't force-fit one of the sought-after benefits of your product. For instance, how does Lifebuoy hand wash improve your immune system, as it claims on its packaging? Don't just sell, take care of the entire consumer life cycle and the sales funnel.

Irrespective of whether you belong to an essential or nonessential product/services category brand, it is imperative to ensure that you are readily available to customers. Check your delivery logistics. Local retail has proven to be more effective during this time of crisis. Home delivery by local retail has proved profitable, even in tier-three cities. Credit facilities work wonders while most of the "e-tail" platforms still struggle with their delivery logistics, ever-changing dates of delivery, and "product not available" challenges. These are the few perspectives and strategies that brands can adopt to run their marketing process smoothly during the pandemic. It’s time for brands to shine instead of holding back. They must not be scared to experiment with their message. It would be interesting to see, what brands have for the upcoming festive season and what kind of approach and campaigns they will come up with.