\u201cOne of the most important things brands can do now is to provide\u00a0signals of safety\u00a0for consumers.\u201d<\/p><\/blockquote>\n\n\n\n
What are \u2018signals of safety\u2019?<\/h6>\n\n\n\n
How can brands provide an enhanced sense of safety for consumers through these times? Brand owners, we are assured, who continue to communicate and connect with consumers through \u2018a crisis\u2019, will emerge stronger on \u2018the other side\u2019 but what can they really do?<\/p>\n\n\n\n
From social isolation to social cohesion<\/h6>\n\n\n\n
Arguably, what is needed now are not traditional emotive brand assurances such as \u201cWe\u2019ve always been there for you\u201d or \u201cWe deliver\u201d, but more qualified, \u2018hand-holding\u2019 insights. Brand communications can provide these \u2018signals of safety\u2019 now, by steering consumers towards specific or regular brand rituals, familiar touchpoints and solutions.<\/p>\n\n\n\n Perhaps brand owners have the opportunity (and responsibility) now to revisit exactly what it is they really mean in people\u2019s lives, by asking questions such as:<\/p>\n\n\n\n Why should customers prioritise our products, services and brands in their lives now? When and where is the best time for us to connect? How can we assist with common problems \u2013 time management, digital overload, isolation, skills gaps, self-care? What do consumers need to do now? What do they need to know now? How will we all benefit? How, when and where can our consumers most easily access our solution touchpoints?<\/p>\n\n\n\n Answering these questions will allow brand owners to continue to speak to consumers, in a unique brand voice while taking cognisance of the need for appropriate tone. Since the outbreak of the coronavirus pandemic, many of South Africa\u2019s leading brands have already successfully been doing just that, and many more will follow, asking how our brands can enhance peace of mind for overwhelmed consumers.<\/p>\n\n\n\n![\"\"](\"https:\/\/dev.disabilityconnectexpo.com\/wp-content\/uploads\/2020\/07\/image--1037x694.png\")
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<\/figure><\/li><\/ul><\/figure>\n\n\n\nWhen your brand\u2019s got your back<\/h6>\n\n\n\n