Executive Brief: Branding and Marketing in the age of COVID-19
It is an understatement to say: times are tough.
Since the arrival of COVID-19 in the U.S., the country’s economy — and life as the world knows it — has been radically and rapidly upended. The Harvard Business Review succinctly stated many people’s feelings about the current environment in their recent article headline: “That Discomfort You’re Feeling is Grief.”
Companies globally are in crisis as supply chains slow, manufacturing halts, and small and large businesses furlough and lay off employees in record numbers, while scrambling to find ways to pay the rent and continuing paying still-employed staff.
Amidst this crisis and sharp economic downturn, businesses are looking for answers, and wondering what to do next.
Branding and marketing needs should not be neglected when in crisis. It’s imperative that companies are consistent in their branding and messaging, and the same holds true during a crisis.
Below, the DBC executive brief will address:
Sensitive ways to market to consumers right now
Why brands still need to bring their “A-Game”
Effective marketing methods for younger audiences
Actionable items for marketing a new brand
Addressing hygiene concerns in marketing
Remote collaboration
Showing empathy in a brand’s marketing strategy
DBC has answers in this uncertain time, which has yielded countless questions.
What are some sensitive and socially conscious ways to market to consumers right now?
Set the right tone in your messaging — be sensitive to the new economic reality
Ask how you can help
Adjust your expectations on timelines
As many workers have been laid off from their jobs due to government-enforced lockdowns, unemployment is rising, and money stressors are at an all-time high. Many consumers are focused purely on the essentials — food, rent or mortgage payments, and utilities — right now. While embarking on, or strengthening brand-building, it’s important to be sensitive to the hardships that some are facing.
Native Pet co-founder Patrick Barron, says, “For us, and for our partners, it’s about checking in to see how everyone is doing. Sending well-wishes. Prefacing interactions with something like: ‘Hey, this could be a hard time for you right now.’ Be understanding of timelines and expectations being pushed out. You don’t know where people are in the spectrum, and whether or not they’re getting hit badly,” says Barron.
Rather than a focus on elevating your brand’s status and image, instead, consider promoting the message of how your company can help. The role of “Helper” is a memorable one, either in person-to-person exchanges or, when it comes from a company.
Utility company Con Edison, for instance, has regularly contacted its customers to notify them of how the company is supporting them, and the protections in place to help their customers who can’t afford to pay their bills, due to job loss. Many Con Edison customers find these actions and communications comforting.
As a brand and a company, it’s important to be remembered as one that cared during crisis, rather than focused on the bottom line.
Ask: “How can I serve?” Because when things settle down and return to a more normal-looking landscape, consumers will remember which companies turned out to show their support.
Also, adjust your expectations. This is an uncertain and rapidly changing time. Be firm in your goals, but fluid in your approach.
Why do brands still need to market and bring their “A-Game” even when the economy is in distress?
Stay at the forefront of people’s minds
Be the familiar company/product/service that people turn to
Maintain consistency in your image, brand, and marketing messages
Despite the current climate and resulting sense of crisis, it’s still important to bring your marketing “A-game.” Director of Marketing for Fat Tire Tours, Crissa Youngbloood, has worked as a marketing professional in the travel sector for ten years, helping grow consumer reach for Fat Tire Tours. Youngblood explains why it’s so important to continue marketing efforts:
“Because now, more than ever, people are bored and people are listening. You have people’s attention more right now. Speaking from working in the travel industry — travel will eventually come back. And you want to be the company that’s on the front lines and at the forefront of people’s minds when they’re planning their trip again.”
You want to have consistency with your brand, and you want to show up through the current crisis. “You have to be there,” says Barron. “You can’t just turn your branding on and then off. It’s important to do brand upkeep, maintain engagement, and keep people tied to your brand.
What marketing methods are especially effective right now with younger audiences?
Instagram, Instagram Stories, Reposting on Instagram
Email marketing
Maintain consistency across branding
Be creative in your approach
Social media remains important and relevant. “Instagram and Instagram Stories are really important,” says Youngblood. “Reposting on Instagram is exciting for consumers, especially Millennials and Gen Z-ers. It’s a fun way to engage with social media users. I’d say Instagram TV, too. Facebook is less important. Twitter yes, but not to the degree of Instagram.”
Creating something that is unique and relatable is effective with younger audiences. “You want consistency in all the places you show up,” says Barron. “On your packaging, your website, and social media. Consistency really resonates with young people. You need to ask yourself when branding: Who’s our target audience? And how do we get our brand in front of them?”
What are some actionable items for marketing a new brand right now?
Acknowledge the “elephant in the room”
Inform consumers of what you’re doing to help
Touch base with your clients and audience to maintain contact
Tell your story
Given the big picture, it’s important to be mindful of how you approach marketing right now. “You don’t want to be tone-deaf,” says Youngblood. “People are quick to judge what some companies are posting. And so even if you were going to promote your product, state the elephant in the room — of what’s going on in the world right now with the virus — before promoting yourself.”
Small businesses are most at-risk right now, and it’s important for brands, especially the bigger ones, to recognize and acknowledge that. And, spread the love, so to speak. Youngblood notes, “People’s hearts have really grown to favor small businesses right now.”
In terms of actionable items for marketing, Youngblood explains the importance of “being really active on social media, especially for small businesses. Vocalize what’s happening. Share some love for small businesses in the community before promoting your own brand or company. Help out neighboring businesses, and pay it forward.”
There are actions that companies can take today to ensure healthy growth in the long-term, a strong brand image, and more.
London-based chef Ryan Brown works at some of the city’s finest restaurants. The hospitality industry has been hit especially hard right now. But Brown says branding and marketing remain important.
“Everyone’s sitting on their couches now. Now is the time to connect with people because everyone is at home staring at a screen,” says Brown. “Keep your brand and marketing efforts strong by being on LinkedIn and Instagram and Facebook. Spread the love by supporting small, local businesses. People are looking to connect right now, so it’s the optimal time for that.”
Should you address hygiene concerns when marketing?
Make a point of noting hygiene if the brand/product calls for it (i.e. a delivery service)
But don’t go overboard — keep your messaging clear, succinct, and minimal
Depending on the product or the brand, you may want to tap into current concerns about hygiene. Of course, this is a case-by-case basis, and won’t be applicable to every brand.
If, for instance, you’re a delivery service, you may want to make mention of ways in which you’re ensuring the safety of your employees, and of the consumers. Perhaps you’ve nixed certain plastics or other materials that could potentially be hazardous and continue the spread of disease.
How can you work remotely with your creative team?
Zoom
Slack
Cision, and more
When focusing on brand-building strategy in the current climate, remote collaboration is a necessity. Sites like Zoom are ideal for group meetings and strategy sessions and facilitating working together. (It’s also a good way to stay in touch during a potentially isolating time.)
How do you show empathy to consumers in a brand’s marketing strategy?
Extend a helping hand
Boost the profile of smaller, more vulnerable businesses and partners
Show empathy in a genuine way
Showing empathy to consumers is of critical importance at a time like this. More than ever in recent memory, there is a sense of “we’re all in this together.” Financially stable businesses should ask themselves: “How can we give back?” Then, convey that message in branding and marketing efforts. Encourage consumers to buy gift cards, support workers looking for jobs, and more.
Because as this fluid situation continues to unfold, you want to be on the front lines of brand-building, growth, marketing, but most of all: empathy and care.
Let’s talk about your brand strategy during the pandemic.
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