The new pandemic landscape calls for a focused look at how to navigate messaging and connect with customers.
Even as we face tremendous uncertainty in our personal and professional spheres, we must lead and apply the soundest judgment possible given the information we have at each moment.
So, at this particular moment, here are three considerations for brands on how to navigate messaging and marketing in the new landscape in which we find ourselves:
1. Speak the truth
“Authenticity” and “transparency” may be words we use too often, but we must all remember them now more so than ever – in particular, this is a time for brands to be careful not to express concern and then be commercially exploitative. Adopting a credible brand voice and purpose are paramount.
And one more word to prize above all: empathy. We must empathize with our customers, employees and partners.
2. Stay on your toes
The ability to pivot and maintain agility will be critical for brands, so they can make sure that they are wired correctly between their internal operations (including customer care) and their many agencies (creative, social, media, PR, etc.) to quickly be able to change messaging in response to the changing climate.
Companies will likely need to adopt "quick change" creative, so they must build operations at a pace to enable this internally, as well as with their agencies and media partners. At any moment, a company may need to put out quite different messages to customers in the interest of transparency and rapidly evolving circumstances.