With such a dramatic cultural shift happening all over the world as a result of COVID-19, it’s important to adjust your marketing strategy as well. Changing the tone of your brand to reflect the seriousness of the situation is essential, while still staying true to your core values and voice. To remain relevant and sustain brand awareness, it’s important to continue to engage with your audience—just do so with empathy and mindfulness.
Here we’ve provided a few ways you can keep your brand consistent while also offering your business as part of a collective solution to some of the issues at hand. Although all brands are unique, these tips can be applied across the board in order to avoid alienating your customers or losing your presence altogether.
- Avoid Capitalizing on the Crisis—While this is always a good rule, it’s especially important now because there is so much unknown and worry and anxiety are heightened. Don’t use COVID-19 to promote your business (“Pandemic Sale!,” for example, is a no), or make light of the situation in your advertising or communication.
- Stick to What You Know—Unless you’re a news source, don’t try to report on what’s going on. Instead, continue to send messages or post about topics that are both relevant to your business and timely. Discussing the news directly could be seen in a negative way and could ultimately hurt your reputation.
- Be Helpful—Even if your industry doesn’t easily translate to a remote way of life, sharing helpful information will be appreciated by your customers. If your product or service does add value to people’s lives at home, by all means, share it! If it doesn’t, you can still be valuable by finding ways to inform or entertain your audience while they’re home.
- Stay Positive—With so much going on, one of the best ways to keep your brand in favor and stay relevant is to send messages of positivity and “good” news. Consider how much negative, scary information everyone is absorbing and—while still being sensitive— be a source of optimism. People will welcome the break and remember you for providing it.
Remember, this won’t last forever and life will move forward. Keep your brand messaging steady, thoughtful, and consistent during this time and you’ll find that your connection to your existing customer base will thrive and your audience will grow.
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