Don't Tell Tales, Tell Stories: The Power of Positive Messaging

If someone said the word ‘Coronavirus’ to you a year ago, you may have been excused for thinking it was a phrase used to describe a bad hangover after one too many Mexican lagers.  How we all wish that was the case!  

Instead, the pandemic has swept through our personal lives, upending our day-to-day ways and the way we work, causing many of us to stop and rethink. Something that brands and businesses alike had to tackle back in March was the harsh reality of the impacts of Coronavirus, resulting in them revisiting their long-awaited strategies. Having had these strategies mapped out for months in advance, the plans of brands across the world would have been forced to rethink - surely they couldn’t launch their highly anticipated campaign as planned?

And here’s where the real innovators were able to stand out from their more habitual peers. Brands had to think on their feet which, for some, meant fewer board meetings and more ‘back-to-basics’ - ‘what do our consumers actually want to see?’. Day-to-day for the past few months, we have been inundated with news updates which, while indeed necessary, left a lot of people feeling negative - the Guardian reported that 50% of British adults were left feeling anxious and concerned in May.

So, there’s no doubt that a little light and positivity would go a long way - but, where could we find it? Alongside family, friends and loved ones, brands found that this is where they could step in. Having the ability to reach wide audiences, inspire people and entertain the masses, brands were well-placed to bring positivity to our lockdown lives. 

Take, for example,  Bloom & Wild who donated 15% of their Florist Pick sales to emergency funds, Brewdog producing free hand sanitiser in lieu of beers, and - perhaps most popularly - Pret’s free drinks and discount food for NHS workers. By using their platforms to promote their positive output, these brands are not only bringing a little light to our day-to-day lives but are actively working towards long-term brand building.

Whilst spending may be down, brands can look to engage with consumers, using emotive and positive messaging, to drive long-term value. As Sue Langley explores, a constant stream of negative messaging can simply cause consumers to ‘switch off’. So, by making these positive moves, brands can place themselves at the forefront of consumers’ minds, so that they’re the ones to remember when spending lifts again. 

We know what you might be thinking - how can I implement these positive sentiments for my brand? Not to worry - there are a few key things to remember and, as always, we’re here to give you the need-to-knows.

Be Ethical

Behind positive messages and marketing, their needs to be action. The likes of Pret, Brewdog and Bloom & Wild are making a difference. Before broadcasting their message, they’re thinking ‘how can we help?’, which acts as a great starting point. Think about how you can help your audience first, and then tell your target market about it. The consumer mindset is as savvy as ever, and if your intentions are not sincere, helpful or honest, your messaging could widely miss the mark.

Support Your Brand Values

Another point to consider is where your brand is now, and where it has been. What have you done before to help others? Introducing initiatives and promoting messages that are in line with your brand works to build the strength of your image, tone and wider voice in the market. Enabling consumers to interact with you whilst knowing that their actions are supporting your positive output will not only make your audience feel better, but it’s also better for your brand.

Stay Authentic & Relevant

The key message here is to keep your intentions honest, by being authentic and open with your audience. Of course, you want to be positive, but you also need to address the current situation. Acknowledge what your audience may be experiencing right now, and tell them what you can do to help - it’ll both validate their feelings, and bring them closer to your brand, by letting them know that you’re here for them.

Remember, your audience is at your fingertips - literally. With the power of social media, instant messaging and your website as a central hub, open up the conversation with your audience, remaining open, honest and act with integrity. Your positive messaging is incredibly impactful, and it’ll bring your brand closer to your consumers, powering up your bounce-back for post-COVID spending. Plus, you may be able to make someone smile along the way!

Thinking about how you can tap into the power of positive messaging? Our MD Jo is always happy to talk, and the rest of the team are only a Google Hangout away. Reach out to Jo for a chat at jo@marmalademarketing.co.uk.