With news and updates on the COVID-19 pandemic hitting at an unrelenting pace – and with more than a degree of concern for its accuracy, timeliness and transparency – we wanted to offer some simple tips for maintaining the well-being of your brand during this challenging anything-but-business-as-usual time.
1. Reach Out Proactively to Your Audiences: If you haven’t already, consider an email (or series of emails) from your CEO letting your customers, prospects, investors and employees know what’s going on. Don’t overwhelm them, but be frank and honest. Be as specific as you can without overpromising. Let them know what steps and protocols you’re taking to keep business flowing; what closures, delays or other changes or obstructions they can expect and for how long they may be impacted. Importantly, let them know what you’re doing to protect your staff (see below). Remind these groups that they remain a top priority as your team grapples with “the new normal.” At this point, you’ve undoubtedly seen a number of examples: pick and choose from those you’ve thought were well constructed. In addition to these “from the top” communications, make sure your customer relations/support/sales operation has plans for one-on-one communications for a more personal and immediate touch.
2. Take Care of Your Team: At a time when your customers are focusing on caring for their immediate and extended families, they will want to know that the companies they do business with are following suit and showing care and concern for their employees. This is a great opportunity to demonstrate the authentic humanity with which your organization and its internal culture can be expected to act to ensure business continuity and show your commitment to the people who are the lifeblood of your business… and whom your customers have come to trust, respect and depend upon.
3. Lean into Your Brand Essence/North Star/Purpose: Whether BrandFoundations had a role in constructing your brand messaging platform or not, every organization should have a central brand essence, “north star” or noble purpose that guides your actions and the way you talk about the organization. Now is the time to double-down on those foundational concepts in both words and action. If your platform is built on “innovation,” let your audiences know how you’re applying that brand trait to help overcome the present challenges. If “flexibility” or “delivery” are among your defining brand promises or characteristics, try to find new ways to help your customers weather the storm. This could take the form of new consultative services or adjunct support and advice. Remember: the idea isn’t to sell; it’s to show compassion, understanding and a willingness to help out, even if that takes a different form than your typical business relationship.
For many of us, this emerging pandemic is entirely unprecedented in the disruption it’s bringing to our personal and business lives. And it is still early, with much unknown headed our way in the coming weeks and months. Adhering to these simple best-practices will help your brand remain relevant and well-positioned for all that lies ahead.
During these challenging times, we sincerely hope you’ll feel free to reach out to us for advice, counsel or just a shoulder to cry on.
There’s a reason we named our business “BrandFoundations.” We believe that the authentic, foundational messages that your company is built upon – those that transcend products and services to guide and articulate your deeper, ingrained cultural behaviors – will help sustain your operations through thick and thin. And we certainly find ourselves in the thick for the foreseeable future. Don’t hesitate to call or email.