In this challenging and unprecedented environment we find ourselves facing, one might ask if it might provide unintended or unexpected opportunities for a brand. While we all struggle with searching for the “right” answer, what we’ll likely find is that there is in fact, no “right” answer and that’s ok.
This searching and asking questions is opening the door and creating the opportunity for growth.
Oftentimes, brands put forth messaging that, while it sounds fantastic, they can’t live up to. In today’s current crisis environment, brands are presented with an opportunity to reevaluate their message strategy. At this moment in time, organizations can reposition their brand and strengthen their voice to establish credibility and trust with their consumers. People are understandably fearful and concerned given both the spread if the disease and the impact it’s had on the economy. Brands have an opportunity to connect in a more meaningful way with customers, to not just say what they can do but to actually demonstrate their value and commitment to their audience.
Actions speak louder than words.
Never before has being relevant and making an impact through consciously leading by example ever been more true. But, how does that translate for a brand?
In my opinion, it starts with taking a deeper dive as an organization. Looking critically at basic strategic elements such as your organization’s purpose is the best place to start. Remember that vision or positioning statement? What is your purpose? This is a time to reflect on and embrace or refine. This is a time to stay true to your purpose and authentically integrate your company’s purpose with opportunities to support your community. Also, think about your brand’s voice. What is your voice? Think about how your brand voice is connected to your purpose and what you can do to strengthen it.
Next, it’s wonderful to say that you’re going to do something to support your community, but the challenge is to actually do what you say you plan to do. Seems obvious, but trust me, it’s worth a reminder.
This is an opportunity to do something that goes beyond your functional offerings, while still staying true to your brand. Think about life after this crisis. How will it look when things return to closer to how things were? You don’t need to make significant changes during this time, but you should at least ask yourself if your brand is how you’d envisioned. It’s a great time to review, reflect and reevaluate so don’t miss the opportunity to that during this crisis.
