We have run a number of sentiment surveys in recent weeks on behalf of large private companies.
The overwhelming factor influencing brand loyalty, across all sectors surveyed, was the extent to which businesses continued to deliver their core services and products during 2020.
Where this has not been possible, most respondents reference the willingness of their suppliers to ‘find a way’ to make things work, as the most important determinant of brand loyalty.
Implementing safety measures were also seen as relevant.
Customers were generally welcoming of non-core social activities by companies during the lockdown, but did not rank this highly in terms of brand loyalty.
Looking ahead, successful brand positioning will focus on direct areas of competency and delivery, with a focus on core messaging around delivery, reliability and a willingness to support customers ’through thick and thin’.
In more detailed messaging, companies might convey robust contingency procedures and proactive forward-planning, particularly around issues such as supply chain management.
More general feel-good messaging may continue to be important for internal communications, but our findings clearly indicate that third party marketing should focus very much on customer-centric delivery of core business outputs.
If you would like help in refreshing your marketing and messaging for today’s environment, please get in touch.