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Customers respond to brands that “get” them, understand the broader picture, and respond to the new realities. A disruption to the bigger picture will always feel daunting at first. Use this opportunity to get closer to what your audience is experiencing and put yourself in their shoes. By truly empathizing, you have the ability to identify new ways to make their lives easier and more rewarding and solve new problems they face. This gives you a jump on competitors who may fail to recognize this opportunity and respond. Now is a great time to conduct exploratory market research to identify opportunities. If this is unfamiliar to you or you are not sure what type of research is best, here’s a blog post for you.

Here are some basic questions we ask our clients to better understand their customers and how to best serve them:

• What is a day in their life like?
• What is their financial situation like?
• How is the recession impacting their day-to-day?
• What do they care about the most? What are their priorities?
• Where do they spend their time, physically and digitally?
• Where do they get their information?
• What brands do they love?
• What does your brand have in common with them?

• What are the key problems they need to solve? Which ones can you address?
• What are the most frustrating parts of your customer’s day? Can you help them out?
• What tasks do you help them complete? Are there adjacent tasks/areas you could expand into?
• How can you help your customer prioritize the things that are most important to them?
• How can you help them save or expand resources that are valuable to them, like time or money?
• Look at your entire customer experience. Which aspects are most important to your customer? Which parts could use the most work?

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We hope you enjoyed this sneak peek of our recession branding eBook. To download the full eBook for free, please click here.