5 Steps for Branding During a Crisis
by Maya Keitt
The world has been facing a global pandemic for several months now. COVID-19 has affected everyone, in all industries, and it may be years before we fully get back to life — and business — as we knew it.
Marketing departments have not escaped the effects of COVID. Companies and clients are cutting budgets, the livelihood for many freelancers and small businesses is at stake.
Knowing how to brand yourself and your clients in the midst of this is vital. There is little room for mistakes and getting it right is important. These 5 simple steps can push you in the right direction to elevate your brand and dominate these difficult times.
Switch up your language and visuals: Pivoting your message is of upmost importance. Reschedule planned posts and offers. We are in a different climate and posting content that is out of touch can seem ignorant and oblivious. You wouldn’t want to post anything that could come off as if you are ignoring the current situation. Address what is going on and plan accordingly.
Offer Free Value: Millions are facing tremendous financial hardships. People are spending less, which may result in a loss of revenue for your business. Add value by offering relevant content that is resourceful, educational and uplifting. Many large corporations have offered free classes, webinars, extended trials and all access to their highest paid content. Doing this is helpful to lock in customers and shows that you value them. This will come back to benefit you in the long run and create brand loyalty.
Be Human: Understand that you are dealing with REAL people. Be empathetic and considerate of the overall shift in emotional states and mental health. Tap into that compassion and let people know you are there to support them. Connect with them on a human level and focus on what they need to hear.
Don’t stay silent: Ignoring the situation based off fear of saying the wrong thing is the wrong thing to do! This can run the risk of making your brand irrelevant. Modify the messaging and let people know you understand what is going on and address the situation.
Stay in your lane and be true to you: It can be tempting to offer a political opinion on topics that are trending, but it is important to strategically address current circumstances without offering an opinion out of your realm of expertise. Keep your messaging consistent , be mindful of your words, and always remember your target audience.
Overall, these steps can boost your brand awareness and help build up a solid audience during this rough period. Moments such as these create the leaders of tomorrow. Rise up and be a leader for your audience, for your clients, and for you.
If you’re looking for more advice, please don’t hesitate to reach out to us.