As COVID-19 continues to spread like a wildfire globally, businesses are – or should be – fighting the good fight to protect their brand, during unprecedented times.

A wise woman told me on day 1 of lockdown, what businesses do during this time will be remembered for time to come. Fast forward to a couple of weeks into lockdown and these words could not be truer. Customers and staff alike, want to feel like they have been taken care of during this time, supporting one-another and working towards a brighter tomorrow.

Balancing promoting your business, while still showing respect for the current situation can be tricky, however even though we are in lockdown, it doesn’t mean you brand should be on lockdown too. Your customers still want to hear from you, so use this opportunity to engage mindfully.  Create opportunities to remain relevant, be proactive and continue to be helpful to your audience. I’ve seen many brands jump straight into action on exactly this.

So what do we post?

Many brands are posting regular content and throwing in contextual updates on the virus to remain pertinent.  Be relevant, be empathetic and be careful to not exploit the situation, because what your brand does in this time will be remembered, so leave an imprint that stands true to your values.

Keep in mind your imagery and language, having people hugging each other or using images with crowds of people is to be avoided, choose visual communication that is appropriate.

This is also an opportunity to change your strategy, imagine Live Streaming business continuity during his pandemic? Create thought-provoking and engaging video content to bring a human element to your communication. A podcast is a great tool to add value, whilst building your profile. The possibilities are endless.

One thing is for sure, humour is not the order of the day, don’t share memes about this pandemic, this will cause reputational damage and to most, these are not funny or appropriate.

Whether you like it or not, the world as we know it has changed, and maybe this is for the better, because the ‘normal’ we grew accustomed to, was definitely not a sustainable situation for our wellbeing or for the environment. This pandemic is here to stay for the next while, so settle in and take this time as an opportunity to work on your brand, engage with your customers and make a difference in this world we are living in.

“Branding is what people say about you when you are not in the room.” Jeff Bezos

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