It’s hard to ignore the fact that COVID-19 has really thrown a spanner in the works.
Who could have thought that on the last day of December 2019, as we innocently raised our glasses and cheered to the New Year, that just a few short months later we’d be facing a once-in-a-lifetime global pandemic?
In all honesty, come March, many of us were tempted to call it a day and simply mark 2020 as a total write-off.
Of course, as we quickly realised, that was to be easier said than done. Life and business – even looking totally different to how they were – would have to go on.
Whether you’re a business owner, entrepreneur, or professional woman in business, 2020 has forced you to change the way you market yourself, sell your products, and engage with your customers.
It forced me to, as well!
My online membership program was not the product of countless business and marketing brainstorming sessions over the last 12 months.
Rather, it was the outcome of a forced shift.
The first step I took was taking a close look at what I could offer my client, and reassessed how I could deliver it.
I had to do this, if I wanted any chance of thriving during lockdown.
The membership was still designed with my target audience top of mind: those who still wanted guidance and support to grow and nurture their brand, even during lockdown…
But with a twist!
The online hub meant that any woman, no matter her location, could join my community and continue to build her brand – even during a global pandemic!
I needed fluidity in order to keep serving my clients – albeit in a modified way!
By nature, we’re scared of change – and even more so when we feel forced to do it. But the reality is, change is something we’ve all had to adapt, whether we realise it or not.
That change could be working from home instead of heading into the office, or changing your main offering to better serve your clients during this time!
Today, I’ll share with you…
- The tactics you can start implementing NOW to update and modify your brand messaging during COVID-19
- Why creating content online is the best way to strengthen your position as a thought leader in your industry
- How to be a truly authentic, honest, and trustworthy voice – especially during a crisis
4 ways you can update your brand messaging to craft a stronger and more authentic personal brand
1. Advertise Your Brand And Share Your Message With The Cheapest Tactic There Is: Content Creation!
Creating content is one of the most effective and impactful ways you can “advertise” your business, your position, your knowledge, and your brand – for free!
Time is the only expense you’ll need… and at the moment, it’s something many of us have an excess amount of!
The point is: you don’t need big bucks to promote your business, your brand, and your knowledge.
Everyone is online, so create share-worthy content that provokes thinking, asks questions, and allows you to shine as an expert in your field.
And expand your messaging beyond your website: use social media to connect further with your audience and strengthen your brand!
- Publish content regularly on LinkedIn
- Engage with your followers and peers – join the conversation or start your own!
- Connect and engage through easy-to-consume video content (even a video shot on an iPhone with a tripod!)
- Ensure your blog hasn’t become a stale, dark corner of your website – keep it alive and fresh
2. Speak Your Truth As You Step Into The Spotlight
While others may have gone dark as they grapple with confronting business changes and uncertainty, some are taking this opportunity to step into centre stage.
And when you get there, ensure you make a true impression by being compassionate and empathetic. Now more than ever, people are uncontrollably drawn to authenticity.
No one is above this pandemic – we’ve all been affected in one way or another – and, while sounding like a total cliche, we really are all in this together.
So now’s the time to keep your head above water and connect with your audience on a deeper and more personal level. Putting forward an honest and truthful persona will only strengthen the connection you make with others.
3. Update The Pain Points Of Your Audience
No matter the type of business you run or the industry you work in, identifying your target market’s pain points is part of “Marketing 101”.
The paradigm has totally shifted and many of us are still working to find our feet during COVID-19.
As such, now is the time to dive deep into your customer personas and connect with and understand what they are going through.
If you want to stay relevant, particularly through this unprecedented time, you need to stay up-to-date with your audience – and that includes both different and new pain points they’re now facing.
This allows you to continue to connect with your audience in a real way; without alienating yourself and maintaining complete transparency, integrity, and honesty – which leads me perfectly to my next point…
4. Never Stop Learning
While none of us could have ever predicted this is the way we’d be spending 2020, it’s hard to ignore just how much we are learning!
As professional women, we’ve had to rapidly shift our thinking, our business models, and the way we communicate with peers and clients, to adapt to what now feels like our new normal.
While the first few months were overwhelming, challenging, and, let’s be honest, pretty scary, the truth is you learn so much – especially when you’re failing.
And the beauty is that you can rise from the struggle, and learn, grow, and share your experience with others.
If nothing else, this pandemic has forced us to learn, adapt quickly, and make intelligent and insightful changes to our business model – all of which has allowed us to maintain existing connections as well as facilitate newer and stronger ones, too.
Reflect these new ideas, insight, and learnings into your brand messaging.
Remember: Updating Doesn’t Always Mean To Change
Updating, pivoting, refreshing: whatever you call it, remember that it’s all about fluidity.
This doesn’t mean changing your messaging, but instead strengthening and reinforcing it so you come out on the other side of this crisis as a bolder, stronger, and more respected brand and leader in your niche market.
You may have had to change the way you deliver services to your clients, but your message, at its core, has always been the same.
So… are you ready?
This is your time to show the world you are a resilient and unflappable woman!
Use these simple smart strategies to stay ahead of the curve and keep thriving during COVID-19!
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To your success,