It has been 3 years since the first national lockdown started. The “new normal” is upon us, and marketers are now faced with the challenge of adapting to the remarkably transformed and still fast-evolving consumer trends. How can a brand differentiate itself in this post-COVID world?

In this article, we delve into three key strategies that can propel your brand growth in these changing times: Embracing purpose-driven strategies, prioritizing sustainability, and leveraging digital transformation. These strategies draw on the insights and experiences of industry leaders and our own learnings at VCS, providing you with a comprehensive guide to thriving in this new era.

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Last February 22, the Philippine Association of National Advertisers (PANA) held its 2nd Annual General Membership Meeting (GMM) at the Ascott Hotel Makati in front of a packed audience of brand builders and industry partners. VCS, a member and trusted creative agency partner of PANA for 3 years running, attended the session centered on the theme of "Brand Recovery to Growth: Anchored on Values, Accelerated by Purpose."

Experts have weighed in on what it takes to grow your brand in the new normal, which is to put focus on purpose, sustainability, and innovation. The attendees were treated to deeply insightful discussions on groundbreaking sustainability programs by Mr. Neogin Evangelista, the President and General Manager of PHILUSA, and Mr. Chito Maniago, the Head of Government Affairs, Communications, and Sustainability at ZUELLIG Pharma. The session was moderated by Angel Guerrero from Adobo Magazine, who skillfully facilitated the discussion to keep it interactive and engaging.

Below are 3 strategies to expand your customer base and elevate your brand in the post-pandemic age:

1. Embrace Purpose-Driven Strategies to Foster Brand Trust and Loyalty

Traditionally, consumers only made purchasing decisions based on their rational, emotional, and social needs that align with a brand's offerings. Now, in a SproutSocial study presented by Mr. Evangelista, it is shown that 70% of consumers worldwide believe it’s important for brands to take a stand. Both brands and consumers are steadily moving away from being just transactional partners to becoming equally responsible, purpose-driven agents of change. It is observable that the new consumer is far more discerning. Their buying decisions are anchored on values like inclusivity, ethical business practices, and even environmental protection. Therefore, companies who recognize this—those who commit to creating lasting social impact through their practices and offerings—have the best chance at maximizing their growth & long-term resilience.

Our team understands the significance of purpose-driven strategies that resonate with today's consumers. In our commitment to inclusivity, we have actively forged partnerships with the LGBT chamber and the ADHD Society, among other advocacy organizations. Partnerships and initiatives like these reflect brands’ genuine commitment to fostering a more inclusive society, which has proven to be an effective means of appealing to a wider range of customers that mirror the same values.

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2. Prioritize Sustainability Initiatives for a Better World

Sustainability is increasingly becoming a top priority for the general public. The COVID-19 crisis sparked an urgent need for consumers to actively participate in addressing climate change, compelling them to shift to more environmentally conscious purchase options. Mindful initiatives such as altering the operations process to minimize pollution, planting trees, switching to more eco-friendly raw materials, are also key drivers that push consumers to loyally back brands.

“Brands are expected to lead the change and help the people”, said Mr. Evangelista. Businesses that have an ambitious sustainability strategy will have a competitive advantage in this socially conscious age. By investing in sustainable practices, brands can not only attract a growing market of consumers but also drive positive cultural and environmental impact.

In recent times, we have witnessed a growing number of brands taking an active role in driving positive change. Our team, for instance, has proudly worked with esteemed partners such as the International Coastal Cleanup (ICC) Philippines and the Climate Action Network International, amplifying their messages and supporting their efforts to protect our planet. By aligning ourselves with these impactful campaigns, we strive to make a tangible difference and create a more sustainable future for generations to come.

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3. Leverage Digital Transformation to Stay Relevant and Engaging

The pandemic has had a profound impact on brands, creating a noticeable divide between those that quickly pivoted and grew and those that fell behind. Both speakers infer that those who prioritized their investment in their digital brand experiences are winning. It is intuitively understood that integrating digital technologies into all aspects of a business can significantly enhance its operations and overall performance.

By automating processes, brands can experience a substantial boost in productivity, allowing them to do more with less. Moreover, digital transformation empowers businesses to gain a deeper understanding of their customers and provide personalized solutions. Through access to customer data and analytics, brands can tailor their products and services to meet the specific needs and preferences of their target audience.

Embracing technology proactively becomes crucial for businesses as they navigate the challenges of a rapidly growing competitive market. Streamlining processes across various functions, such as HR, finance, project management, and client acquisitions, can prove highly advantageous in maximizing efficiency and gaining a competitive edge. This holistic approach enables businesses to operate more effectively, stay ahead of the competition, and deliver superior experiences to their customers.

With the tail end of the pandemic within reach, the opportunities for brands and leaders to grow and engage customers are more expansive than ever. With careful thought, strategic creativity, and a clear purpose, brands can—and will—set themselves apart. Trust and loyalty can be fostered through purposeful strategies that resonate with the values of today's discerning consumers; sustainability initiatives are key to attracting the increasingly environmentally conscious public; and digital transformation is pivotal for brands to stay relevant and engaging, as well as to optimize operational efficiency.

Ready to navigate the post-pandemic world with strategic creativity, purpose, and resilience? It's time to reimagine your brand for the new normal.

If you're a marketer looking to grow your brand in the new normal, our team of creative experts can help you implement these key strategies. Contact us to learn more.

POST-PANDEMIC BRAND GROWTH: 3 KEY MARKETING STRATEGIES FOR THE NEW NORMAl

1. Embrace Purpose-Driven Strategies to Foster Brand Trust and Loyalty

2. Prioritize Sustainability Initiatives for a Better World

3. Leverage Digital Transformation to Stay Relevant and Engaging