By MD. MONIRUZZAMAN KHAN
The COVID-19 pandemic has made its way to Bangladesh. Although we all saw it coming, our nation has entered a state of panic and chaos. However, it is during times like these where we really need to show character and firmly hold our ground. As someone who plays a vital role in the branding of Green Delta, the biggest insurance company in Bangladesh, I felt the need to implement certain practices that will help us and indeed our people to weather the storm and get past these challenging times. I believe this practise should be adopted by everyone. Here are three key learnings about branding I have found out during the pandemic.
Social responsibility comes first
Of course, we are a business but for now, all of our focus is on the corporate social responsibility. Green Delta has been extra careful of any promotional activities related to our business for the time being and instead, we are promoting ways that our clients can be safe. We believe we are one big family and it is through a collective effort that we will be able to overcome these adversities. It is imperative that we put safety first and although we are still a business and our operations are still very much ongoing, the policies we have implemented and the approach we have taken to tackle the pandemic all revolve around the well-being of our stakeholders. Even our social media content has been tailored to promote awareness rather than our business. I cannot stress enough on the importance of this. Of course, we do not have any separate insurances for COVID-19 but all of our other health packages are more than adequate to handle the situations.
Education is key
The only way we will be able to restrict the pandemic is through educating our people. It is crucial that we educate ourselves on how to survive. The safety and security of our families are of utmost importance and Green Delta is doing everything possible to play its part in promoting just that. As I have already mentioned that at the moment, none of our products is being tagged in any promotional activities. One of the key areas of focus for us at the moment is to educate our customers so that they can get through this. And I humbly believe that this should be the standard practice for any brand at the moment. The business will eventually resume once this is all over but right now, it is about damage control. I believe marketing and branding will play an extremely crucial role so we should use it wisely.
Safety in the digital age
We are anticipating that all the institutions will be closed for at least the next 15 days to one month and have prepared ourselves accordingly. One of the most redeeming aspects of the age we live in is how easy it is to get things done digitally. We have seen the banking sector make full use of these digital prospects and this pandemic will cause other sectors to follow suit. The idea of being able to get things done digitally is an absolute Godsend at the moment especially considering the fact of how human contact is the chief way to spread corona. Green delta has also implemented new features that can cater to the needs of our clients through a digital platform. We have a lot of clients whose motor insurances will be expiring while our office activities are still suspended. In order to ensure that they do not suffer from any loss, we have decided to put in place a feature that allows customers to renew their insurance online. A link has been provided on our website and to ensure that they can execute the procedure with ease, we have also provided video tutorials.
MD. MONIRUZZAMAN KHAN is the Head of Digital Business and Brand Communication of Green Delta Insurance
He gives us his insight on the importance of branding during a pandemic.