01 Jul 5 Ways for Brands to “Bounce Back” after COVID-19
It’s been a challenging few months in the United States and around the world as people grapple with the realities of COVID-19 and its effects on communities and businesses. The uncertainties surrounding this unprecedented pandemic have made for fraught and perilous times. No one really knows what the world will look like even a few months from now for businesses, the people they employ, and the communities they serve. How can brands prepare for what lies ahead?
Two concepts from the field of Positive Psychology can help brands develop the characteristics they will need in order to weather the storm and emerge prepared for what could be a new normal. Those concepts are resilience and self-efficacy.
Resilience is the ability to “bounce back” after troubling events. The American Psychological Association describes it as “the process of adapting well in the face of adversity, trauma, tragedy, threats or significant sources of stress”. Self-efficacy is “the belief we have in our own abilities, specifically our ability to meet the challenges ahead of us and complete a task successfully.” (Akhtar, 2008). Resilience and self-efficacy are associated with many positive outcomes including greater well-being, higher self-esteem, and better decision-making.
While resilience and self-efficacy are most often applied to individuals, brands can also benefit from developing these vital psychological muscles. Let’s look at five ways brands can leverage resilience and self-efficacy in these unprecedented times:
1. Control what you can
What this means:
COVID-19 can make it seem like so much is out of our control. But there are many things we do have control over – how much news we watch, how we take care of ourselves physically and emotionally, the attitudes we choose to show up with each day. Focusing on what we can control develops self-efficacy by reminding us that we are still in charge of many aspects of our lives, and helps decrease worries we may have over things beyond our control.
How your brand can do this:
Brands can’t control the economy, the pandemic, or when things will get back to normal, but they can still control the messaging they put out to customers, how they treat their employees, and the steps they take to prepare for re-opening. Ikea’s recent ad encourages us to make the most of something we do have control over – our home: https://www.adforum.com/creative-work/best-of/21910/best-of-covid-19-ads/play#34615134
2. Do familiar things
What this means:
Performing tasks and activities that you are good at can help reaffirm confidence in your abilities, and develop your sense of mastery. Doing things well builds resilience by reminding you that you have what it takes to develop the skills necessary to bounce back from difficult situations. So dive into those hobbies and everyday activities that make you feel powerful and confident.
How your brand can do this:
Every brand has strengths – things they excel at and do better than their competitors. Consider how your brand can take those strengths and leverage them in new and unexpected ways. How can your brand find creative solutions in this out-of-the-box period we find ourselves in? In this ad, Apple reminds us that, while the world seems to have stopped, “creativity goes on” https://youtu.be/Kl1NW7h7lrY
3. Focus on the positive
What this means:
Optimism is a big part of resilience and self-efficacy. Psychologists tell us that the brain is wired for negativity, which means that negative thoughts don’t always represent reality. When negative thoughts come up, catch them and try to reappraise them. Psychologists call this emotion regulation and it’s been linked to greater well-being. Continually come back to thoughts that you can make it through this challenging time.
How your brand can do this:
While COVID-19 has shut much of our world down, it has also presented new and potentially exciting opportunities to iterate and innovate. How can your brand use this time as an opportunity rather than a barrier? What new products and services can you develop that will better serve your customers in the uncertain future? In this ad, Clear gives us a pep talk about ‘coming back stronger’ when the pandemic is over: https://www.youtube.com/watch?time_continue=59&v=sq0mA1K5B0U
4. Acknowledge your efforts
What this means:
It’s tempting to focus on productivity loss and all the things we can’t do during COVID-19, but be sure to acknowledge and celebrate the things you are getting done. Self-efficacy grows when we complete tasks successfully, even if it’s something as simple as sending an email you’ve been putting off. Celebrating small victories helps build the optimistic attitude you need to keep going, and allows you to consider how you might build on those small wins when things return to normal.
How your brand can do this:
Productivity and growth may be slowed while we wait out the pandemic, but they do not have to stop. It’s natural for morale to drop when we’re all working from home and not getting that face-to-face feedback. Consider making a list of the accomplishments your brand has achieved during COVID-19 and send it to employees to keep them motivated. In this ad, Forcepoint reminds us, “we don’t go into the office together, but we will never stop working together.” https://youtu.be/G562NefJ01g
5. Don’t get discouraged
What this means:
In this unprecedented time, we are all having to figure out new ways of doing things. Not all our efforts will work the way we want. Rather than getting down when things don’t go our way, view failure as an opportunity to try again with a different approach. Continually getting back on your feet is the hallmark of resilience, and is key to emerging successfully on the other side of difficult situations.
How your brand can do this:
No one really knows the best way to operate in this unique time period, but don’t let that stop your brand from trying out new ideas. If they fall flat, ask yourself how you can transform your brand’s failures into new ways of thinking and operating. Almost all of the highest achievers in the world have failed many times before finding success. This IBM ad states, “today isn’t a restart – it’s a rethink.” https://youtu.be/cW4fPWmaXsY
Although everyone’s experience is different right now, we are all operating under similar constraints. Look at this time as an opportunity to develop the tactical and psychological resources you will need to help yourself, brand, and your employees venture into an uncertain future.
To learn more about how to leverage values and Positive Psychology to help develop your brand, contact Zenzi Communications.