Brand Messaging During A Global Health Crisis

When The Sun Finally Comes Out, Will Your Brand Be Seen In A New Light?

Emotions run high and it will continue to be stressful, but one thing is for certain: A brand’s actions during this time will be remembered, GOOD or BAD.

As I’m asking myself constantly, I imagine y’all are wondering as well, how can you strengthen your brand? Approach your current situation as a challenge instead of an obstacle. There is no single or simple answer, but knowing your target demographic and current market landscape will help you leverage your brand. Let’s look at a few key things to take into consideration when speaking to your clients and prospects through this global health crisis.

Stay Transparent & Authentic.

Transparency is always a good characteristic, but even more so now. For starters, you may consider adding to your messaging what your business is doing to prevent the spread of the virus. Taking transparency one step further, you should disclose decisions surrounding employees as well.

Be authentic. (Again, this should always be a part of your marketing plan.) Authentic messages portraying how you are affected by and dealing with COVID-19 are great. However, if your business isn’t relevant to the conversation, don’t inject yourself unnecessarily. Instead, stay focused on what you do best, and be authentic and sensitive in your messaging.

DON’T

• Don’t promote panic buying
• Don’t promote social gatherings
• Don’t spread unconfirmed news about COVID-19
• Don’t place blame
• Don’t make political statements

DO

• Do advocate for your customers and employees well being
• Do fact-check your messaging
• Do follow CDC guidelines and local government mandates for your business
• Do your best to be sensitive with your messaging about COVID-19

Why? Transparency and authenticity promote trust with your customers. 

Tailor Your Message.

Know your audience and how they digest their information to best tailor your messaging. It’s important to know the demographic you’re talking to. Where they live and how they are affected through this crisis.

You’ve heard the saying, “There’s a time and place for everything,”. Well there’s a platform for it too. Keep in mind how consumers use different social media platforms. For example, Twitter tends to be more news driven, while Instagram as a whole is a platform that users go to for entertainment.

Also, be sure to keep your website updated with the latest news of your company. Your website is your “go-to” point of contact with current and potential clients. With everyone’s emotions and reactions at such a heightened state, insensitive or outdated information on your website could be all it takes to turn someone away.

Strategically Changing Your Campaigns.

What if your industry isn’t affected? Should you go on as normal, or rethink your messaging? This is what to consider as a business owner and marketer today. We recommend that if you are actively marketing right now, invest in short-term advertising that can easily be changed or paused at a moment’s notice.

As we’ve seen throughout this crisis, the winds of information and perspective can change like the breeze. Long-term, applicable messaging at this point in time is on the scale of days and weeks, rather than months or years. Be sure that you’re assessing messaging daily to ensure you’re information is on time and on-brand.

Pivot, Don’t Panic.

We’re seeing the world turn in a new direction, and many businesses and organizations are doing a great job of moving with it. Where will you end up? Being prepared and proactive with your marketing plan can relieve a lot of stress that your business carries. Remember, we’re all in this together.

Be A Leader. Be A Fighter. Stay Focused.