As we enter the PEAK phase and look toward the RECOVERY phase of our journey through COVID-19, brands are wise to consider how they establish goodwill with stakeholders in order to survive and thrive following this pandemic. Here are some considerations to ensure a brand’s effort to create goodwill during a crisis protects and strengthens its reputation.
Purpose in Action+
Philosophically, a brand’s actions during this time should demonstrate its purpose. In other words, the actions should fall from the intersection of what the brand is good at and what the world needs [RIGHT NOW]. Right now is an important delineation in the evaluation of ideas; if an idea is not right for RIGHT NOW, it’s not right.
Care for Your Own
A brand’s first responsibility is to its own people. Any consumer action will be trumped by inaction on the part of the brand for its workforce. Consider:
Care for Your Community
Brands have an opportunity to play a meaningful role in partnership with government, nonprofits and industry to help communities meet the enormous needs that are emerging and will continue long after.
Ultimately, behind every decision-point ahead of you is an opportunity to make your brand feel both more human and helpful. Those that get this right will find they quickly become brands that matter to consumers who need them.
Like what you just read? Check out this simple, but useful planning framework, designed to help brand leaders like you create an action plan that will guide brands through now to recovery.
Apr 22, 2020
COVID-19, The Useful Brand
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