Australian newspaper highlights lessons on building 'Vietnamese brand' after Covid-19 pandemic

According to The Drum, Vietnam has emerged as a hero in the fight against Covid-19 thanks to its quick, coordinated and transparent response to the crisis caused by the epidemic. Up to now, Vietnam has recorded just over 300 positive cases of the new coronavirus, no deaths and no cases of community transmission in the past several weeks.

As it begins to ease nationwide restrictions, Vietnam has also stepped up its international presence, ramping up production and donating medical equipment to countries affected by the pandemic, including the US, UK, Russia, Spain, Italy, France and Germany, and strengthening ties with strategic partners.

This is not simply a victory for the country, but also a victory for the “Vietnam brand”, demonstrating the country as a capable and globally responsible producer. This will prove crucial in Vietnam’s economic recovery, attracting countries and companies looking to diversify their supply chains after the crisis exposed their over-reliance on China.

Vietnam’s “try your best” approach has created a lot of sympathy with the people at home and the international diplomatic community. The Drum online newspaper believes that as Vietnam reopens and domestic businesses enter a recovery phase, Vietnamese brands should continue to build plans to help them gain a larger market share in the future by applying 6 highly appreciated lessons in the fight to prevent the Covid-19 epidemic in their country.

Welcoming the temporary transition of the economy

Vietnam has been praised internationally for alerting health departments nationwide to the threat of the novel coronavirus as early as January 3 and implementing travel restrictions from February 1.

Businesses and communities have responded quickly, such as an online travel booking service that quickly pivoted to food delivery; a flower shop that became a takeaway cafe, adding flowers to make customers smile; or an ATM that gives away free rice to people in need while still ensuring a minimum safe distance between people during contact.

With limited resources, Vietnam’s response shows the world that innovation and flexibility are the number one qualities of its people. Now, in an economy where everyone is tightening their belts, looking for savings and creative alternatives, the ability to adapt quickly will be key to the road to recovery.

The lesson here is: Identify threats early and stay creative, innovative, agile, adaptive and flexible.

Stay positive

Vietnamese people are considered to be optimistic. From a viral video showing how to wash your hands to avoid contracting the novel coronavirus to propaganda drawings promoting Covid-19 prevention, the Vietnamese government has shown that optimism is key to public compliance and reducing quarantine fatigue. As society and the economy cautiously reopen, positivity will be the best medicine.

Lesson: This is the perfect time to grab attention and create optimism. Vietnamese people in general love content that expresses positive optimism.

Ready to embrace the warmth and familiarity

Before the Covid-19 outbreak, Vietnamese people loved to gather, eat and drink at restaurants and roadside cafes while watching the world around them. After social distancing, they have changed these habits and now find that staying at home is not as bad as they previously thought.

According to the survey, up to 62% of Vietnamese people say they are now eating at home more often in the post-Covid-19 period. People are turning to familiarity and finding comfort in it, with family becoming a sacred place to overcome worries.

Lesson: For brands with a rich history, it’s time to capitalize on heritage. Tap into familiarity, bring comfort to people. Evoke memories, remind people of historical cultural moments to stimulate nostalgia.

Adapting to the new digital life

The global community is essentially undergoing a crash course in digital education. Life under temporary social distancing due to Covid-19 has shown us the possibilities that exist in the digital space. Technology has become our savior, allowing us to carry out our daily activities.

In a society that still relies heavily on cash, such as Vietnam, electronic, non-cash payments increased by 76% in the first three months of this year. In a post-pandemic world, the adoption of remote technology is likely to accelerate to reduce unnecessary contact.

Above all, citizens are voluntarily sharing health information through the government-issued NCOVI app, becoming more conscious and open to trading privacy for safety or other added values.

Lesson: Brands can educate and support consumers in transitioning to new digital behaviors. As events continue to be postponed, businesses should consider how to replicate offline brand experiences in the online space.

Additionally, as consumers become more educated and aware of their personal data, it is essential that brands demonstrate accountability, transparency, and opt-out policies if they want to gain their trust. Once this trust is earned, consumers will be more willing to share data when there is a clear added benefit.

Never stop socializing

Community is a cornerstone of Vietnamese culture. During the lockdown, celebrities and community influencers created content that expressed solidarity, such as gifting home-cooked meals to friends and staying connected via social media apps.

Vietnam's Ministry of Health has collaborated with UNICEF to promote a campaign on TikTok to remind everyone to "stay home and still have fun". And when social distancing ends, everyone will feel more appreciative of the moments of normal life without restrictions due to Covid-19.

Lesson: Social media plays a role in connecting people. Just as the Vietnamese government has implemented an impressive strategy to mobilize the entire country to fight the pandemic, brands should reconsider their social media presence to facilitate greater community engagement while not missing out on the opportunity to celebrate the return to normal life after social distancing.

Drive action

Vietnamese people are compassionate and prefer to “do more than talk”. This has been evident during the pandemic, when the heroes in the fight against Covid-19 have been not only the government and health agencies but also workers in “essential” sectors that keep society running. The efforts of ordinary people are recognized and everyone feels motivated to make changes.

Lesson:People expect brands to lead by example and offer help. Businesses should reassess their brand purpose and use it to guide their community recovery efforts, never forgetting that actions speak louder than words.

Tuan Anh