Eight Steps for Getting Brands Through a Disruptive Crisis Like COVID-19

It is human nature to freeze in a crisis, but this is not a good response. Instead, take a human and compassionate tone, be agile and look for opportunities to emerge from the situation stronger. Consider what opportunities your competition's freeze reaction has created for you. Focus on the 8 areas to help lead your brand boldly through the crisis.

Contingency-planning is important, as we must consider how long this disruption will last. Persona-building should be revisited to adjust to target audiences' changed needs, purchases, habits, and attitudes. Product assessment should consider how features can reflect the new awareness or new concerns. Service should be changed to better address new usage or buying behaviours.

Marketing should modify brand positioning or messaging to draw attention to current features and benefits. Communications should be interactive and use social media to truly understand customers' emotional state. Deep and indelible impressions should be made by contributing to the cause. Finally, strengthen your employer brand to show employees that the company has integrity.