As we emerge blinking into 2021, we think it's safe to say that we're different people than we were before COVID-19. The human impact of the coronavirus is significant, and as marketers, we want to be attuned to this change so that we can meet people where they are post-isolation. Here are some of the ways we anticipate consumer behavior will be different in 2021, and how brands can bridge the gap.
The days of one-size-fits-all are long gone. Custom, create your own and modify are now common options on menus of products. The "Chipotle-style" of restaurants where you create your order based on available ingredients are commonplace. Consumers now expect tailored experiences adjusted to suit their specific needs, tastes and interests. To meet those expectations, today's brands need to adjust their product and service offerings accordingly.
While much has been made of the idea of personalization, today's businesses should be focused instead of customization. Let's take a look at what this entails and how it can be achieved.
Walk a mile in my shoes and you'll understand.
We love to put ourselves in the customer's shoes. Why? When making any decision regarding your customer's experience, set the scene as if you were a first-time consumer. Asking a few key questions. How would we have gotten there? What would be looking for? What are the fewest steps to any buying decision?
If you’re scratching your head, asking yourself what the heck a brand positioning statement even is, keep reading. We’ve got you covered. In a nutshell, a brand positioning statement is your mission, condensed down into a sentence. Think of it as similar to a logline or the premise of a story, found in fiction and television. Except this one is about you and your business.