The coronavirus crisis is unfolding and worsening, by the day. While the pandemic is wreaking havoc on the global economy, it is also causing widespread anxiety and disruption as most publicists, brand marketers and marketing managers don’t know how to act in times of such crisis.
While fast-food chains have enclosed their seating areas, the retail stores on most high-streets have shut down their stores. With every nook and corner resembling a ghost town, is your brand ready for this crisis? Now is the time to tweak your brand messaging and communication.
In the words of Robert H. Schuller, “Tough times never last, but tough people do”. It’s true that tough times like these reveal the real character of a brand.
Though a lot of brands have short-term strategies in place, what is going to happen if the crisis drags on for months? Prepping for the future is essential too.
Amidst such times, choosing the right brand behaviour is important. Don’t use this time as a cheap marketing ploy to get more customers. Instead, infuse more meaning into your brand messages. This will help in keeping consumer relationships intact with your brand. No brand wants to get out-of-sight or out-of-mind during such times. Here’s what you can do:
Post-crisis, the recovery may be faster than we can expect. Don’t cut back too far now that you cannot capitalise post-recovery. Plan for bigger success tomorrow. Of course, precautions to contain the spread of the virus is necessary.
Challenges and crisis are a part and parcel of every business. Stay strong, let nothing deter you from achieving your brand objective and you will bounce back stronger.
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