Yogyakarta, August 28th 2020—Towards the implementation of social entrepreneurship class batch 2, Fisipol Creative Hub and PIKA UGM (Pusat Inovasi dan Kajian Akademik/Center for Academic Innovation and Studies) collaborated with Lokalate brand, held a virtual class with the tagline #SobatMelekGue. This virtual class is held in four series of classes which began on August 24, 2020. In this second session, Brand Strategy in New Normal became the topic that was discussed in an interesting way by Jesaya Christian as the Brand manager of L-Men Lokalate Nutrifood.
As an expert who has a lot of experience in making brand strategies, Jesaya stated that basically a pandemic is not one thing that creates many changes in various fields. For him, a pandemic is not completely bad, and if we are willing to look at the positive side, a pandemic can be an opportunity to evaluate as well as maximize strategies in adjusting the branding of a product in times of crisis like now.
Jesaya gave tips and tricks related to three accurate strategies that need to be recognized and applied in maximizing brand strategy in this new normal era. The three strategies have been tackled by Jesaya as concrete steps that can be used as a basis for adapting as well as preparing for future market needs. These three strategies are summarized in the 3RE’s Strategy scheme which are:
1st Strategy: Reflect (Maximizing Power)
For Jesaya, the changes brought by pandemic are not something new. Especially for the business world, where the stakeholders who are involved in this world are expected to have an adaptable mindset in seeing dynamic market conditions. The first strategy adopted by Jesaya illustrates that the meaning of reflect means stay awake and pay attention. The changes that occur in the market should be used as a form of strengthening the initial foundation for stakeholders to adjust to the current conditions. Stakeholders are also expected to see the opportunities that exist so that they can maximize opportunities.
During this pandemic, Jesaya revealed that a brand company should be a solution to consumer needs. There are two brand insights that need to be known. First, consumers are looking for trusted brands that can provide security on trial time. In this case, consumers want to be assured that the selected product is in control of the supply chain, transparent and reliable. Second, consumers also expect that the brand company can convey the true value related to the product and be responsible. In essence, this first strategy can be interpreted as a step to recheck and evaluate our strength in responding to the challenges of change in the market.
2nd Strategy: Rebound (Falling Down? Revive!)
In doing business, the problem of decreasing supply and high competitors is something that can not be avoided. However, what is emphasized here is that the condition must be confronted with energy to revive itself. The meaning of rebound means that even if it falls, a businessperson is expected to have the attitude not to give up and get back up. Jesaya said that this rebound can be done by having fast thinking (being salient), having an interesting side and fulfilling market needs (be meaningful), and being different by innovating to produce unique products.
3rd Strategy: Reborn (Be Prepared)
The meaning of the last strategy, namely reborn, is a strategy in which stakeholders are expected to have thoughts to determine the condition of the product which can be categorized in the short term or long term. This strategy emphasizes that the main key lies in readiness to face any situation. Jesaya also emphasized that change becomes a challenge that a product must be identifiable, especially in relation to changes in consumer conditions and market conditions.
The three strategies summarized in the 3RE’s Strategy concept or scheme offered by Jesaya can serve as a reference for stakeholders to re-evaluate what steps need to be reapplied or instead, can become a starting method that can help prospective business people who want to open a business in the future in this current pandemic.