How to Make Your Brand Stand Out During the Pandemic

by Dan M

dan_m All businesses, big or small, have been impacted in some way by the COVID-19 pandemic. With the number of unemployed Americans rising to more than 30 million, the pandemic has had an impact on the economy that hasn’t been seen since the Great Depression. As a result, many businesses have opted to implement creative marketing tactics, many of which actively address the current situation and the difficulties it brings.

It’s through these tactics that many businesses have managed to stand out and stay afloat. Which brings us to an important point: If you want your brand to stand out during the pandemic, you need to adapt to the new normal.

Understand the needs of your audience

A successful brand is always aware of what its customers and potential customers need. A brand that wants to remain successful during the pandemic focuses on audience needs even more.

If you want to show your audience that you care about their needs, start by addressing the current situation.

Content and advertisements that pretend the pandemic isn’t happening don’t work. This is because COVID-19 is too important of a topic to ignore, and how you react (or don’t react) to it is crucial. So what do you do?

Show you care

Right now, the best way to show your audience that you understand their needs is by addressing them directly. At a time where so many people are scared and worried about current events, your job is to show that you care.

Fail to respond, or respond incorrectly, and your brand will suffer.

Modify your advertisements to reflect your solidarity and understanding. Give your audience a wider look into your brand by supporting them when they need it most.

Take, for example, Coca Cola’s video response to the pandemic’s effects


In a two-minute video, the company manages to:

  • Address the worldwide struggles that the pandemic has caused.
  • Offer a message of hope and perseverance.
  • Establish their solidarity.
  • Advertise their brand.

The benefits of this response is best seen in the praise commenters offer Coca Cola under their video. The ad works because, regardless of how the pandemic may have impacted their brand, they show their audience that they stand with them.

Go where your audience is

If social media was already an important part of your marketing strategy, it’s significance has only increased during the pandemic. A recent survey found that 46% to 51% of adults have increased their use of social media during the pandemic.

This means that if you want to increase brand awareness and stand out, your digital marketing strategy needs to adapt to this change in social media usage.

Take another example, this time from Bose’s #DiscoveredAtHome Facebook events.


As many artists had suddenly found themselves unable to perform on-stage, Bose saw an opportunity.

These events work because they are increasing Bose’s social media engagement by allowing up-and-coming artists to entertain Bose’s audience. They also allow the brand to stand out by reaching a wider audience. It’s a win-win.

Adapting your digital marketing strategy doesn’t have to be this complex. You can still implement this strategy by increasing your brand’s social media presence.

Between posting content more often and interacting with your audience in the comments section, your brand is sure to stand out.

Try something new

Right now your customers and potential customers are sitting at home and surfing the web. This gives you an opportunity to change things up and improve upon your digital presence in ways that you hadn’t before.

Was your digital marketing strategy lacking before the pandemic? Make a detailed list of components of your digital marketing strategy that you can improve. This will work best if the changes you make are relevant to the current situation.

What type of changes can you make?

Improve what you have

Improving upon what is already built helps your brand stand out. This is because it keeps the attention of your established audience while also attracting new people. The best part? It’s not hard to achieve this.

Trying something new for your brand can be as simple as changing your website design. With the recent change in internet usage, giving your website a design upgrade is a simple way to help your business and brand stand out from the competition.

Provide more value

One of the easiest ways to stand out is to try something new that your audience likes. While internet usage has increased significantly, your audience will only stick with you if you offer value.

To attract and keep your audience, develop (or improve) a content marketing strategy. An increase in internet usage has also resulted in an increase in content consumption. Provide value-packed content that works for your brand.

You can do this in a variety of ways, though one of the most popular is blogging. In fact, a study finds that 80% of all internet users will interact with social media platforms and blogs. Leverage this by listening to your audience needs and giving it to them. (See this Infographic from Demand Metric)

It’s safe to say that all businesses are subject to the negative impact that COVID-19 has had on the world. How deep the impact goes and whether your business gets back up again, will depend on how you respond.

Many businesses have served as an example of innovative solutions to a serious problem. Follow their lead and you will rise above your competitors. Know that the pandemic affects everyone, not just the business sector. Put yourself in the shoes of your audience and address their concerns with compassion and understanding. Be genuine with your audience.

The impression your audience has of your brand will depend greatly on how you respond to difficult situations. This is the time to adapt to the new normal and find meaningful ways to connect with your audience.

In the end, this is what will truly help your brand stand out.

Dan M,
      Digital Marketing


dan_mSpecial thanks to Dan M for sending this article for our readers! Dan has hands-on experience in digital marketing since 2007. He has been building teams and coaching others to foster innovation and solve real-time problems. Dan also enjoys photography and traveling.

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