2020 is finally over (phew!), and as we dive headfirst into 2021, it’s a good time for businesses to begin gearing up for the “next normal.” Last year, the COVID-19 pandemic, along with a polarizing political climate, left many businesses hanging on by a thread as they were suddenly forced to navigate through lockdowns, tight health and safety restrictions, a struggling economy, and a newly supercharged cancel culture fueled by social media.

Some companies succeeded, while others fell flat on their faces. And there were countless businesses stuck somewhere in between, just riding out the storm. But with a new year comes new hope, opportunities and a chance for businesses and their brands to evolve. According to the insiders at McKinsey, “2021 will be the year of transition. Barring any unexpected catastrophes–individuals, businesses, and society can start to look forward to shaping their futures rather than just grinding through the present.”

Five things you need to know about brand loyalty coming out of 2020:

1. 90% of American consumers are equally or more loyal to a brand than they were the year before
2. About half of loyal customers switched to a competitor that was able to stay more relevant and better meet their needs
3. More than half of customers now trust companies less than they used to
4. Customers that have an “emotional relationship” with a brand have a lifetime value that’s 3X higher
5. Loyal customers spend nearly 70% more with a business than new customers

As marketing experts, we’re always really into understanding the power that a brand can weild. And since 2020 was a bit EXTRA when it comes to what makes or breaks a brand, our crew is geeking out a little more than usual as we lean into 2021. From the local pizza shop that kept customers lined up for takeout to the big, national consumer brands that won big in 2020, consumers made it clear (and loudly) who their favorite brands were.

So it got our team thinking–what really makes a brand worth fighting for? And what makes a brand the last one picked (aka the stuff of middle school gym class nightmares). Was it their branding? Their customer service? Products? Backstory? Value? Something else? Or all of the above? Over the next couple of months, our team is going to dig into some of the lessons winning brands taught us in 2020 (and continuing to teach us in 2021), and together we’ll explore how your business can piggyback on their successes in 2021.

Let’s take a closer look at what makes a brand worth fighting for

Part 1: 5 Elements to Strong Brand Foundation

Your company’s brand is one of your most important assets. It can give you an identity in the market, help make your business memorable with consumers, encourage purchasing, support marketing efforts, and even be a source of employee pride. And in 2020, we learned that consumers tend to gravitate toward brands they feel an emotional connection to…big time.

In 2021, brands that are authentic, are winning. In fact, according to Hubspot, customers that “have an emotional relationship with a brand have a 306% higher lifetime value and will recommend the company at a rate of 71%, rather than the average rate of 45%.” Customers are also opting to “vote with their dollars,” with 60% of consumers choosing to buy from or boycott a brand solely because of its stand on a social or political issue.

1. Tell your brand’s story and let your personality shine

Your brand’s story is at the heart of your brand identity and is the secret to connecting with the right customers. Just like people, brands each have a unique personality, voice, and look. And this is often what makes a consumer choose one brand over the another, even when the products are similar. (Think iPhone vs. Samsung Galaxy: Similar product purpose and quality; totally different die hard, loyal customer bases.)

Finding your brand’s story is about putting your finger on the pulse of what makes your company tick and finding what makes your brand uniquely you. It’s about finding your ‘why’. As 2020 has shown us, customers are tired of doing business with nameless, faceless brands. They want to know not only how your product or service can make their lives better, but what your brand stands for, even when no one is looking.

Real-World Example: Farm Girl Flowers 

Floral industry disruptor, Farm Girl Flowers, took hit after hit during the COVID-19 pandemic, causing a 60% dip in revenue, major layoffs, the forced relocation of their San Francisco warehouse, and the loss of more than $150K in flower inventory. But when the company struggled, like so many other small businesses to secure a PPP loan, their founder worried they might not make it through Mother’s Day, their biggest holiday. So Christina Stembel, founder and owner of Farm Girl Flowers, took to YouTube and email to openly share her business frustrations and challenges with their customers. The result? An outpouring of support, love for the brand and record-breaking sales.

2. Be an authentic brand, always

When defining your brand personality, it’s OK to let your freak flag fly and even buck the system. In fact, rooting your brand story firmly in what makes you different from your competitors might just give you the edge you’ve been looking for. Give yourself permission to let your brand feel like it fits your personality. It’s even OK to evolve it right in front of your customers. But remember, transparency and authenticity are key. According to Forbes, customers can easily sniff out a fake, and more than half of consumers believe that there are too many brands taking a stand on issues simply to sell more products.

Real-World Example: Budweiser 

For the first time in almost 40 years, there weren’t any Budweiser Clydesdale ads during the 2021 Super Bowl. Instead, the beer giant donated its campaign spend to the Ad Council to help get the word out about the importance of the coronavirus vaccine. Budweiser CMO, Marcel Marcondes explains: “We don’t want to go back to normal. We want to get better, we need to keep the learnings, and we need to evolve.” And Marketing VP, Monica Rustgi, added “…we knew we had to do something bigger than beer. We realized we needed to lean in a bit more with heart.”