How to navigate your brand voice in times of social distancing

The Big 5—Crisis Brand Strategy, created by author 

COVID is here to stay, social distancing is not a buzz word, uncertainty is at its peak however brands must learn to live, overcome, compete, adapt and thrive to be relevant for 2021 and beyond. 

Now speaking of the new norm—change, brands need to understand in this ever-changing landscape, change comes in many forms; technology, new product development, digitalisation, competition and of course, world crisis as we speak of now. 

The topic at hand is how to navigate your brand voice in times of social distancing.

“While people have to socially distance themselves, brands must get closer to the users. It’s like a marriage; where you agree to stay in good times and in bad. Especially in times of bad staying closer makes the bond everlasting.”

A research done in the US showed 63% believe that their country will not make it through the COVID-19 crisis without brands playing a critical role. So, it is undeniable that brands play a pivotal role in people’s day to day life.   

To navigate brand voice in times of social distancing, I have presented below the Big 5—Crisis Brand Strategy:

1. Go beyond the call of duty – This simply means, how a brand goes beyond its usual business duties to support the people and the environment. 

This was evident with MAS, a global fashion and sports garment manufacturer, which started to produce Personal Protective Equipment (PPE). Ceylon Arrack and other global distilleries brands switching gears to make hand sanitiser are notable examples. 

2. Creative comms – This is simply how does your comms breaks the clutter among all the adverts globally. Simply a brand must think, ‘how can I make my brand stand out and look relevant in the current context?’

Global brands such as Coke, McDonalds and Audi supported social distancing via embracing the social distancing concept to logos and marketing material to be relevant. On the flip side, breaking clutter BoardPAC was the world’s first brand to ‘connect’ while endorsing #SocialDistancing. It instantly changed its logo to show support and create awareness on social distancing during the COVID-19 pandemic. It brought the logo closer when all corporates/brands are focused on #SocialDistancing via ‘distancing’ the logo; BoardPAC made its logo embraced social distancing by connecting boards globally. 

3. Sustainable mindset – No explanation required; the consumer now demands sustainable brands. This is beyond profit. Focus on people and the planet and the profit will come through. Sustainability is the new business license in 2020 and beyond!

4. Employees first – Customer is not king, treat your employees as kings, they will treat your customers as kings. Brands like Google provided its employees with an allowance of $ 1,000 to buy necessary equipment and office furniture to make work from home comfortable. Supporting employees show that they care, which strengthens the brand image. 

“Google is giving employees who work from home during the COVID-19 pandemic $ 1,000 allowances to cover equipment costs,” said CEO Sundar Pichai.

5. Communicate, communicate and again communicate – Cannot be emphasised enough; 85% of consumers find it reassuring to hear from brands and want to know what they’re doing in response to the pandemic and if they’re donating goods and services.

The Big 5 to navigate your brand voice in times of social distancing. Good luck! 

Remember, don’t hope for change, change for hope.

(The writer is an award-winning Chartered Marketer who is currently heading the global marketing function for over 40 countries including, United States, Australia, Singapore, Malaysia, South Africa, India, and Sri Lanka as a Global Marketing Manager for a leading multinational IT company, backed with experience and exposure in management, advertising, sales and marketing.)