Staying Relevant as a Brand in Spite (or because) of COVID-19

Branding and marketing might be the last things on our minds right now as we try to stay afloat and healthy amidst the pandemic. But here we are, and though we take the COVID-19 outbreak and all of its repercussions very seriously, we can’t ignore the need for all of us to be able to put food on the table and a roof over our heads.

Some of us are out of jobs, either laid off, furloughed or in a completely unknown situation. Some of us are living hand to mouth and worried about how to pay the rent or mortgage. Some of us are doing our best to stay sane while we have to become parents, homeschool teachers, innovators and bread winners all in one brand new role. We feel for you. We’re in the same boat, even though it feels like our boats are separated by miles of empty ocean.

It’s unprecedented. It’s terrifying and traumatic. Let’s be honest, it’s kind of a sh** show. So why would we be talking about marketing in times like these? Well, first it’s because we live in the hope that times like these will be over soon. And second, a brand needs to stay relevant in whatever the world may throw at it, be that pandemic, hurricane, flood, famine or sharknado. The world is changing fast, the climate is going to continue to throw curveballs at us and the country’s political situation, well, let’s just say it’s rarely going to be rainbows and roses.

But you, your business and your brand, must continue to stay relevant through it all. You have to pay the bills, make a living, support employees and clients alike. No one ever said your job would be easy.

So, what can you do to stay relevant during quarantine?

Continue to build your brand and business

We’re betting you have some backend work to do (we know we do!). Maybe some blogs you need to write, or touch up that website, create a new SWOT analysis, run some numbers, do your taxes, and so on and so forth, ad infinitum. There is always work to be

done on your brand and business. Think of this as the perfect time to tackle some of those tasks on the to-do list.

Offer a deal

It’s one of the oldest marketing tactics in the books for a reason. Everyone loves a deal. Think of how you can create a compelling (and ethical) deal that gives your customers what they want but doesn’t take unfair advantage of the situation.

Communicate

Find out what your customers need right now. Offer actual, actionable advice and top it with some inspiration. Offer free resources. Get people excited or distracted. Remember to good old 80/20 rule right now. Give more than you sell. Now is a great time for surveys and market research as well. Just keep communicating with your tribe. Remember that they are experiencing the same things as you and we all need a dose of hope and normality these days.

We’ve never seen a situation like this before. But what if, instead of breaking our business and casting us in darkness, we used this time to grow and evolve as a people? There’s plenty of time for introspection as a human and as a business. Maybe you can think of a way to combat climate change in your own way. Maybe you will find a new way for your brand to better humanity.

It’s always darkest before the dawn. We see the dawn coming. Stay strong and don’t forget about your business in the midst of all this chaos and confusion.

We’re rooting for you. Let us know how we can help!