The Dos and Don’ts of Branding during a Global Crisis

The COVID-19 virus is currently gripping the entire planet. Many individuals have come to accept it as the new reality even though it has affected every facet of life. There are some sectors where it is crucial to communicate with customers, even though some organizations and industries have stopped communicating and marketing.

E-commerce platforms, the airline and travel sectors, and their important communications are ongoing. Do the companies that fall into these categories, though, know how to effectively and sensitively advertise? While some businesses are equipped to handle crises through communication, what happens to others when they reach their breaking point?

Whether you’re a small business owner or a large brand, advertising during a global pandemic or crisis needs utmost care and attention. There are certain dos and don’ts that could save the day for you.

Dos and Don’ts of Communication & Messaging during COVID-19

Dos

Do…

Adjust your Brand Voice

If your brand voice is upbeat and lively, this is the moment to make a small adjustment. Keep in mind that your audience isn’t consuming content the same way they have in the past. Change your tone a little and concentrate on the facts. Always maintain a composed but impartial tone when drafting or sending emails Authenticity triumphs in situations like this. By staying true to your brand and its principles, you can build lasting relationships with your customers. About 64% of customers want brands to express their values through ethical messaging.

Be Authentic

In times like these, authenticity wins. The best way to establish strong connections with your customers is by remaining true to your brand and its values. Around 64% of consumers want brands to communicate their values through responsible messaging.

Revisit your Creative

You wouldn’t want to annoy people during a pandemic on a worldwide scale. Therefore, it’s crucial to review your advertisement, as well as read and listen to communication, to ensure that it complies with the needs of the shifting market. Be sure to remove any anticipated adverts as well. They can hold off. Make sure your advertisements are well-written, practical, and sympathetic right now.

Don’ts

Don’t…

Share Insensitive Content

Consumers sometimes feel that brands exploit a situation to promote their brand. COVID may be a trending hashtag, but this isn’t a time to pitch a new campaign or the time to ‘go viral. If you really want to create a positive campaign, start by showing solidarity in your messaging. Make sure your ad copy is not insensitive and does not induce fear or panic. Customers occasionally believe that companies use a circumstance to promote their brand. Although the hashtag COVID may be popular right now, this is not the moment to promote a new campaign or attempt to “go viral.” Start by conveying a sense of unity in your message if you truly want to develop a favorable campaign. Make sure your copy is neither offensive or likely to cause panic or fright.

Send Updates just for the sake of it 

Consider whether communicating with your customers and publishing a weekly email are truly important. It doesn’t follow that you should follow suit just because another company is doing it. Don’t consider cashing in on the craze. For brands that need to communicate significant event updates or cancellations or details on how to use a company’s services remotely, crisis communication is especially critical. Brands that sell necessities should use careful branding and messaging during these times.

Broadcast the same Message to Everyone

Think about the people who are associated with your brand and only send messages to them. Now is not the time to broadcast information.

Marketing during a global crisis is not a one-size-fits-all deal. Be mindful of the current situation and attune your messages in the best possible way even if that means editing your communication again and again.

Stay Safe!