How to Adjust Your Brand’s Messaging in Today’s Uncertain Climate
Regardless of which industry vertical your company falls under, all brands, big and small, were faced with the same unforeseen ordeal just a few months back – don’t allow a tone-deaf message to pass through given the current state of events.
When the pandemic hit, none of us knew how long it would last or how significant the global impact would be. Pre-conceived business strategies for both B2B and B2C companies came to a screeching halt. Once these companies began to realize and accept the magnitude of the crisis, they quickly scrambled to switch up their messaging and business directives. From grocery stores to insurance agencies to car dealerships, restaurants, fitness clubs, and everything in between, business executives all over the world decided that they needed to be using this time as an opportunity to sympathize with, and relate to, their audiences.
So, what should you do?
- Develop meaningful relationships with your consumers – This is most certainly not a time to stay quiet. Doing so will inevitably hurt your business in the long run. It’s important to show empathy when presenting your brand. Messages should reflect a company’s willingness to assist its customers in a time of need.
- Create uplifting content – Spreading positivity will be what helps your brand prevail during this time of crisis. Regardless of your industry focus, it’s time to switch gears. Be sure to check any messaging you may have had scheduled out in advance and make sure it won’t come across as tone-deaf. If you don’t already have one, now is absolutely the time to create a content calendar that will offer a comprehensive view of all content, themes, and goals you have outlined for the week, month, or year. The content you and your team develop now is critical to your future success.
- Stay present – While we’re seeing many of the major trade shows being canceled, a lot of them are being held as virtual events. It’s so important to stay relevant in the industry, especially when it’s impossible to predict how long it will be until any of us attend another in-person show. See how you can contribute your thought leadership to virtual events or webinars that make the most sense for your business. Now is as good a time as any to associate yourself, alongside your brand, as an industry leader.
When will we resume business as usual?
If there’s one thing we’ve learned for sure in the first half of 2020 it’s that we can no longer plan for the short term. There is no telling what tomorrow could bring, and, therefore, your creativity needs to shine through a little bit brighter these days. This means we all need to be paying extra close attention to the news since the society-wide focus for that day could change at the drop of a dime.
These are just a few ways you can adjust your brand’s messaging given the current climate we are facing. And if all else fails, just reach out to us! This is what we do, and we’re pretty darn good at it. Just ask our extensive and impressive list of clients!