Conversation

Illustration of small paper boat over the ocean with the words COVID-19

Navigating Your Brand Through Uncharted Waters

What awaits businesses and their brands in a post-COVID-19 world? Not even the savviest soothsayer has a clear vision. Without precedents or best practices to serve as beacons, how does one prepare for whatever is to come next?

Here are a few tips to help you navigate today’s shifting tides:

Stay true to your brand’s North Star.

Its promise and mission should remain constants. However, you should revisit the strategies and tactics in your current plan to assess whether the prevailing climate requires any course adjustments.

Head full sail into what remains of 2020.

As the initial shock of the pandemic begins to wear off, we find ourselves at the year’s midpoint. This is not the time to take a “wait and see” stance. Be proactive and modify your brand strategy to finish the year strong, with an eye on planning for 2021.

Keep a vigilant watch on your competition.

Continue to monitor their moves in the marketplace. Make sure they don’t ride the waves of change to encroach upon your market share.

Don’t let your content and marketing sink into darkness.

Keep your brand messaging afloat. You’ve put a lot of time and effort into raising the visibility of your brand — don’t allow it to sail out of sight. Doing so could send the wrong message to your customers as well as the business community.

Speaking of customers, chart a strategy to maintain contact with them during these unsettling times.

Don’t put your most important relationships on hold. Even if it’s just to check in to see how they’re doing, let them know you’re still there for them.

Scrutinize your communications tactics and channels.

As your marketplaces move from red to yellow to green, consider how that impacts the mindset of your prime prospects and their receptivity to communications. Fine-tune your waves of media channels and brand messaging accordingly.

Be sure you don’t drown your brand in coronavirus-themed messaging.

Research is showing that consumers have moved past the initial shock of COVID-19 and are now seeking positivity and signs of hope. What positive messages can you share?

Don’t let social distancing stand in the way of advancing your brand.

If you want to make sure your brand weathers this storm and emerges in a strong position when business opens up, let’s talk.

Joe Knezic
By Joe Knezic VP Branding and Creative Services