No one can avoid change. Your company may decide to go after a new market, or you may need to adjust your products or services because of changing customer needs, a new competitor, an economic downturn, a public health crisis, or other external factors.
“In times of change, consumers are looking for a trusted voice to guide them,” says Hannah Davidson, senior art director at The Stoke Group and instructor at Laguna College of Art and Design. “People don’t want to see a product. They want to see a solution to a problem. Put your customers first and show them through your marketing that you’re going through the change together.”
Collaboration is always top of mind for creative professionals, but it becomes even more important when your company is pivoting — especially if your team members are working remotely.
Using design tools with built-in collaboration features allows every team member to create, share, and reuse brand elements from any location. Everyone in your organization can access the same assets, so the most up-to-date versions are always available and your employees aren’t limited by what they can access from their home computer. And choosing a solution that offers company-wide licenses adds an extra layer of business control that is especially valuable during times of transition.
Take advantage of all the tools available to you as you pivot and keep customers in the loop. Let them know that you’re still here, but you have a new message that will make their experiences with you even better.
Donze navigated the COVID-19 pivot in a way that refreshed La Fromagerie’s brand. His new marketing tactics and memorable cheese illustrations have built customer loyalty, and even though the business looks different now, he’s making it work — and laying the foundation for future growth. Marketing tactics change as your company grows and changes, but a strong brand identity will always be an essential element of a winning strategy.