Preserving your brand during Covid-19
First of all, I hope you and yours are safe, healthy, and making an honest effort to flatten the curve. It’s easy to get caught up in the economic impacts of the virus but we recognize that health is above and beyond anything else, the top priority. We continue to encourage everyone to take social distancing seriously. With that being said, it’s difficult for my family to abide by the new suggestion of limiting gatherings to only 10 people or less :)
It hurts my heart to report that virtually all of our retail and non-emergency medical clients across the country have been forced to temporarily shut their doors for an unknown amount of time. As we check in with them, all seem hopeful that this will only last a few weeks and then we’ll be back to a new normal. The most frequent question I am being asked right now is how to preserve their brand during a shutdown like this. I don’t think any of us have seen anything like this before so I don’t have any data-backed proven strategies. However, what I hope to share with everyone are a few thoughts and tactics I’ve offered folks just this week.
Double up on social media activity.
Everyone will be at home. Everyone will be stressed, bored, and looking for a distraction from COVID-19’s wrath. Remember that just because our doors are shut for a period of time, it doesn’t mean we have to look like we’re off the grid. Now more than ever, we have to work to stay in communication with our tribe (our team and our customers). Post more on the major platforms. Interact with other brands. Be prepared to answer direct messages quickly. Be as accessible and conversational as your circumstances permit.
Generate “fireside conversations" that gather people virtually.
Creating conversation is, of course, the primary intent of social media. But now that we are unable to gather physically, everyone is longing for that sense of connection. Posts that inspire thought and a sense of virtual gathering will likely spark discussion. Asking very human questions (in the voice of your brand) like what toppings they love most from a popular local pizza shop could be a start. Maybe sharing stories of others serving their neighbors during this difficult time can provide a sense of hope and goodwill. No matter what, everyone is yearning for connection. We’re not accustomed to “hunkering down” for an invisible threat.
Be vulnerable in your brand’s voice.
One of the keys to leadership is the ability to be appropriately vulnerable and each brand voice has its unique way of expressing that vulnerability. If you’re an “outlaw” brand you may mouth off about COVID-19 and how much you despise it. If you’re a “caretaker” brand, you may focus on expressing heartache and sympathy for others, even if they are healthy. By showing your brand’s human side, your audiences can relate more with you. It will instill the understanding that we truly are all in this together so when we pull out of our circumstances, they have a friend right there by their side.
Share relevant, local information.
On certain platforms where sharing posts is appropriate, do your part to keep everyone informed of local decisions and actions being made. Not everyone follows the same sources your business account follows so if your audiences receive critical information that affects them personally in their community, a trust will be built and you will be perceived as a leader in the community. If you don’t follow your local government pages or profiles, take the time to do so now.
Periodically and carefully update everyone on your businesses.
Remember not to talk too much about yourself because the only person who will listen is you. However, do take the time to inform your audiences regarding when you will open or other policy changes that you are making once they are official. If you feel the urge to tell everyone you will be opening soon and don’t have a firm date, express the hope to open back up and see everyone’s smiling faces soon, rather than create false expectations. Avoid setting speculative dates so you don’t confuse anyone. And remember, quick posts work best. Think of social media as the summary of what’s happening, and then send a detailed email blast for the full story. Keeping folks informed of what’s happening at your business will keep them aware of when it’s safe to come out again.
I want to express my gratitude for all of you and wish you the best of luck in the coming days and weeks as we learn more about the effects of this virus. Keep your heads up and watch out for each other. We’ll make it through this crazy time together.
Adam
PS - If you feel overwhelmed and out of your comfort zone with social media, especially during this time, we can help you. Our social media program has been modified for just this event to keep cost low, and activity high.