Leaning into Brand Identity During Economic Uncertainty
Spin Creative • November 28, 2020
2020 has presented a number of unexpected circumstances for brands, from disruptions in operations to a potential recession. The resulting economic uncertainty has left marketers wondering what the best path forward is for a successful 2021. One of the most important things brands can do during this time is focus on their brand identity.
Understanding, solidifying and communicating your branding is a sure-fire way to send the right messages to consumers while the market is on shaky ground. More than ever before, buyers are looking for brands they can trust—ones that demonstrate immense value and consistency. This means that now is the perfect time to finely tune your brand identity if you haven’t already and create a strategy for sharing it with your customers.
The importance of trusted branding
Widespread economic uncertainty affects both consumers and brands. When money is tight, consumers consider their purchases and investments more carefully and are less likely to take chances on brands or products they don’t understand.
This current market has also demonstrated consumers’ interest in trustworthy brands that take time to connect with their audiences
instead of merely selling to them. Buyers are seeking stability, reassurance and assistance from their favorite brands. Companies that put in the effort to offer these things can not only expect to maintain sales but also forge stronger relationships and secure lifelong customers.
Ultimately, proving your brand is trustworthy comes down to your branding—how you present yourself to your target market. It’s crucial to identify the value you offer, how you differ from the competition and what kinds of messages you want to send to consumers before launching any marketing campaigns. If your branding is inconsistent
or confusing, buyers are less likely to trust you!
4 ways to demonstrate your brand
While other companies might pull back on marketing to cut costs next year, use this opportunity to pour effort into your branding and marketing campaigns. Doing so will help you solidify your position in the marketplace and help customers form a clearer idea of who you are.
Here are four ways to drill down on your brand identity:
• Brand story video:
Videos are compelling, engaging and moving, making them the perfect medium for showcasing what your brand is all about. Share your brand story—your history, values and goals for the future—through a high-quality video.
• Insider spotlights:
Buyers are increasingly interested in learning about the human element of their favorite brands—the people and values behind an organization. Humanize your brand by spotlighting your team members through blogs or short videos.
• Show how you do good:
Brand activism is becoming increasingly popular as consumers seek out brands that do good and give back. Highlighting your brand’s philanthropic or community efforts and showing how they support your values can show buyers you care and can strengthen the commitment to your values.
• Infuse your brand in everything:
Branding should be involved in every aspect of your marketing efforts. Make a point to use the same color schemes, art styles, fonts, logos and even phrases across your campaigns to maintain consistency and help your brand become more recognizable.
Do you need strengthening and communicating your company’s brand identity? The Spin Creative team can help you forge a strong brand foundation, then share your story with the world. Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
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