As the best branding agency in Dubai, we know how crucial it is for brands to balance consistency with authenticity and flexibility in times of crisis. 

During this period of uncertainty, every brand must rise to the challenge. To ensure you are operating as you should under the circumstances, read on for three ways brands can provide value during turbulent times.

1. By being authentic

While it is always vital that brands focus on being authentic, this is increasingly vital during turbulent times. Today’s consumers expect brand authenticity, and the companies that successfully demonstrate it are usually also the top performers in their industry. 

A large part of being an authentic brand is incorporating a social purpose, which consumers also care about deeply. In fact, in many cases, knowledge of an organization’s social purpose is crucial for individuals when making purchasing decisions. 

Therefore, during turbulent times, your brand needs to go above and beyond to define your social purpose and express it authentically. 

To do this, you must take action. While this may entail an internal paradigm shift, by concentrating on how your company can make a difference in your community, you will be able to outline an effective plan of action. 

Keep in mind that your brand’s social purpose initiative can’t be a temporary thing, but instead must include sustained action that produces meaningful outcomes. Otherwise, it won’t be regarded as an authentic brand. 

2. By holding yourself accountable 

Accountability is another important aspect of brand authenticity, as today’s consumers expect a brand’s marketing activities to align with its actions

For example, if a company produces a campaign spotlighting the importance of gender equality, it must also have a clear representation of women in decision-making positions and be fair when it comes to company wages and salaries. 

During turbulent times, brands can put forward a clear vision for how the world can be and prove that incorporating social justice into a business framework is not just possible, but also desirable. Consumers want to see what steps you are taking to alleviate the problems in society, and they want to know that you are holding your own team accountable. 

Brands have significant power in 21st-century life, and these types of actions can have a ripple effect while placing you in a position that consumers want to support. By adjusting your internal structures to ensure you are part of the solution rather than the problem, younger generations (the most prominent consumer group) will be more likely to notice you.

3. By providing community

When things are tough, there is nothing more powerful than community. 

As a brand, during these times, you want to make sure that your community knows you are there for them and that you aren’t leaving them to fend for themselves. For you, the benefits of building a brand community are considerable, as you can continue to leverage the ecosystem you have created for years to come.

How you engage with your community will depend largely on the industry you operate in; however, every brand should be reflecting on ways to provide their community with relief. 

In some cases, this could mean strengthening your customer care strategy, while in other cases, it may include donating products or money

If you have a strong presence on social media, you may want to create extra content to entertain your followers and keep them engaged with your brand story

You can initiate discussions in your social media groups to both provide value and to ascertain what your target audience is looking for and the issues they are attempting to solve. These types of interactions can be invaluable in creating a bond between your brand and potential customers

For brands that need assistance with social media strategy, this is the ideal time to work with one of the top social media agencies in Dubai.

Additionally, consider boosting your email list by creating a regular newsletter

Undoubtedly one of the most effective ways to grow your brand’s community, newsletters offer you unrivaled access to your target audience’s inbox. By curating your newsletters to ensure they are filled with entertaining and useful content, you can make your subscribers feel like they have an exclusive relationship with you

Partner With a Branding Agency 

There is no denying that creating and maintaining a successful brand is difficult, especially during turbulent times. Therefore, it is highly recommended that you partner with a full-service branding agency in Dubai, such as Yellow. 

At Yellow Branding, we believe that every company has a purpose, and we see it as our job to ensure that it is being communicated to our clients’ advantage. 

You can utilize our innovative approaches to brand strategy, brand identity, and communication to embed your brand in the hearts and minds of your target audience. 

If you are looking to make a difference and create a sustainable brand, reach out to Yellow Branding today to learn more about what we can do for you.

What steps is your brand taking to provide value during turbulent times? Are you following any of the above action plans, or are you working on something else? What aspects are you finding challenging? 

Let us know your thoughts and any further questions you have in the comments below!


Stuart Harris is the Creative Director at Yellow, a Dubai branding agency, digital partner and advertising company working with progressive businesses to build bold, meaningful brands.