6 ways to help your brand stay clean, during the Covid-19 crisis.

We’re in the midst of a crisis, the likes of which we’ve never seen before. As governments and health organisations take up arms against the spread of the virus; so too must brands in their bid to counter misinformation, and defend transparent, factual communication.

Blueapple Founder and CEO Vishal JN Anand has been closely liaising with agency and client heads since the virus took hold, and believes now is a time to keep a calm head and avoid derailing marketing strategies:

“Handling communications has become a very complex business, given the current crisis. Brands have a responsibility to be transparent, factual and empathetic. Care must be taken to reference authorized information from official sources. Both client and agency have a duty to ensure brand strategies remain sensitive throughout this rapidly evolving situation.”

Whilst rethinking your marketing strategy might not be necessary, there are several steps you can take to mitigate the impact of the current crisis on your brand and your people:

1. Support your employees. The wellbeing and health of your employees is of utmost importance. Keep channels of communication open, so your employees feel supported. Keep internal messaging simple, factual and in accordance with local government guidance and recommendations, to help avoid panic.

2. Support your business. Think about your brand values. In times of crisis, a defined company culture and purpose are both vital in helping businesses to navigate difficult situations.

3. Keep your campaigns clean. Unless your brand has a genuine association with hygiene or the health sector, it’s advisable to keep your marketing strategy on track, whilst ensuring sensitivity. Those who choose to leverage the crisis, risk being seen as opportunistic and oblivious, even if intentions are good.

4. Focus on your online platforms. Now is a good time to ensure your online platforms are up-to-date and engaging. In light of school closures and potential quarantine periods, Coronavirus could push more traffic towards apps and fresh video content.

5. Stay positive. People need to feel safe and supported during times of crisis. Communicating factually and with empathy creates deeper employee and consumer connections.

6. Stay active. Engage with your customers over the next couple of months. Make use of promoted digital ads, social media, influencer marketing and user-generated content. You’ll be doing your customers a great service, by staying visible during these trying times.

For brand strategy, advertising, or digital services, contact blueapple