What companies need to know about their brands in a crisis (learning from the pandemic)
Posted: Thu Jan 23, 2025 5:53 am
However, little by little, companies were finding ways to overcome the situation to ensure that their reputation was not affected by what we have called “the new normal”. Still, there is still room for further improvement.
For this reason, we have decided to analyze the main ways in which companies can review their crisis management to improve brand awareness .
Prioritize communication
The importance of communication in brand awareness cannot be car owner database overlooked; when a global crisis is looming, it needs to be prioritized.
During the current pandemic, several brands have demonstrated a deep understanding of how and when to communicate with their staff, customers, and community using coronavirus awareness templates.
The time to communicate is now, using all the channels available to you and that your stakeholders are using to receive information.
Additionally, businesses need to keep in mind that almost everyone is completely online right now and are on social media more than ever.
Send your messages not only on the channels you normally use, but on as many as possible, even if that means revitalizing previously discarded platforms.
Creating a social media plan that puts communication first, above sales, will help businesses create a better image of themselves online.
Use email marketing to share regular updates with your stakeholders. This means of communication has been and will continue to be effective.
This wasn't the case at the beginning of the lockdown when most people avoided their emails because they were flooded with messages from different companies communicating due to the initial shock of the pandemic. However, as this is no longer an issue, it is essential to send regular updates on how your business is doing during the crisis.
Going digital
People are still avoiding physical objects and other people as much as possible. The best way to navigate such a situation is by adopting a digital-first mindset.
We already mentioned that online communication is key for brand awareness during a crisis, but there are other ways to use the digital sphere.
Organizations around the world, from political parties to small businesses, have managed to start working remotely, ensuring business continuity.
Even several businesses have had to close their physical stores, particularly personal services and restaurants.
While these businesses may have shut down entirely, many have found ways to utilize the online sphere to continue generating revenue.
Moving to an e-commerce model has meant that many businesses continue to survive in the current crisis.
Restaurants have been able to link up with delivery services so customers can purchase items through apps or place orders online and pick up food at their doorsteps.
Several companies have even allocated budgets to advertising their new social distancing delivery service, showing how seriously they were taking the new rules.
Before this crisis began, companies had numerous avenues to spread brand awareness. But just because the digital route has become the primary channel to reach audiences now doesn’t mean it’s limited in any way.
Community help
The way some companies, particularly startups, have shown up for their communities during this crisis is a model that brands around the world should emulate.
Several startups have taken on the task of building and distributing medical equipment, hiring laid-off staff from different industries, offering telehealth services, and more.
Individuals have also stepped up to help their communities by creating protective equipment using 3D printers and handmade masks.
Giving back to the community doesn't always have to mean building or making something for people to use; businesses can also spread knowledge to help the people around them.
Online tutorials and infographics are great ways to stay connected with customers and spread awareness of your brand. With the digital sphere, you can reach a wider audience than you would just in your local community.
Companies are also sharing ways for people to stay busy and entertained at home as families, in particular, are struggling in the current environment.
Many organizations are creating printable scavenger hunts, recipes, online courses, and free resources to keep people engaged.
Sharing safety tips when leaving home in an emergency or how spotting the symptoms of the virus helps the community stay safe are other ideas you can implement.
There is also a need to discuss ways to maintain mental health on the road in isolation – these are extraordinary circumstances and messaging needs to reflect the situation.
Brands have also been busy posting about where to find reliable sources of information, as well as the most up-to-date data on their social media channels.
All of this helps organizations reach people who find the flood of negative news on social media overwhelming.
Stepping in to advise newer businesses or struggling organizations on models that might work for them is also a great way to build community.
These elements not only help the people around you, but they also make the business very useful: it portrays the brand as a thought leader who is not only interested in sales but also in people and the current situation.
Pivoting business models
The way businesses have moved towards e-commerce models shows a degree of ingenuity that has greatly helped communities as a whole stay afloat.
But not all affected businesses have the means or opportunity to sell items via delivery; personal services, to name one sector, cannot emulate this model.
For example, services offered in beauty salons, gyms and spas cannot be administered without in-person contact, which would require them to break social distancing rules.
However, there are some methods that these types of businesses can adopt to ensure that the revenue keeps flowing.
Some of these companies have created coupons redeemable for their services and products; these can be purchased online and redeemed when the businesses reopen.
Advance bookings are another way these businesses stay afloat.
Another successful model has been the creation of online subscription services; along with free tutorials for workouts and beauty services, companies also share paid versions that are more intensive.
Then there are the larger industries that have managed to adjust their machinery to create the necessary protective products, as the ones they were manufacturing are not a priority in the current environment.
Moving to a new business model can be challenging, but with a little creativity, you can not only ensure your business continues to generate revenue, but you'll also gain more brand awareness.
Relevance of content
Before creating any content to send out into the digital sphere, brands need to understand what kind of copy and images people want right now.
Many companies have been pretty good about the type of content they've been sharing since the pandemic hit, but it's a situation that needs constant evaluation.
In general, people want to be informed about the virus and the direct threat to them. They also want to know how they can enjoy a normal life while continuing to socially distance.
Likewise, there are a lot of people who are fatigued by the current situation; they want a break from the relentless statistics and news.
Brands and their social media managers need to keep all of this in mind when designing content: it should be informative, but at the same time avoid cluttering feeds with crisis-related posts.
Share some light-hearted posts – a meme or joke about social distancing and quarantine life wouldn’t hurt. Create a mind map of what content to share during a crisis so you have the ideas handy when you need to put them to use in practice.
Most organizations have steadfastly avoided appearing mean-spirited about the situation, even if that is their usual brand tone on social media.
More importantly, brands have recognized that focusing too much on sales isn’t looking great right now; while you can share posts about discounts and coupons, trying to capitalize on the current situation by raising prices or reselling essential items is very bad for business.
Employee Benefits
Employees are a business resource, as necessary to a company's survival as any other resource. But when a crisis hits, human resources are often the first to be affected.
The novel coronavirus pandemic caused several businesses to close immediately, resulting in a decline in revenue.
Many of these companies had a knee-jerk reaction to let their staff go, while others laid them off. These employees were given little notice and were not paid any compensation.
There were some companies that kept their staff on the payroll, or reduced their pay by a small percentage, but these often became exceptions.
As governments around the world announced funding and resources for businesses facing revenue shortfalls, organisations that let their staff go were criticised on social media.
While these companies managed to save some monetary resources, they also generated the kind of negative brand awareness that companies try to avoid.
And with every news story amplified a thousand times on social media, there is nowhere for these companies to hide.
What these organisations failed to take into account was that their main customers have always been their employees: by letting them go they damage their own reputation in ways that may be irrecoverable.
Planning for future crises
Most businesses, regardless of size, have a crisis plan in place. But if this pandemic has shown us anything, it's that there's no such thing as being too prepared.
To anticipate a future crisis, companies need to start planning now, so the next time something like this happens, they will have the means to maintain brand awareness.
This means preparing for virtual workplaces, packaging and delivering goods to customers, new revenue streams, and how to keep employees on the payroll when revenue declines.
How can companies change their strategy during a crisis to keep staff employed and generating revenue?
Updating the current crisis communications plan to focus on digital platforms is another key area.
Technology can bring people together, so businesses should start looking at what kind of software they can use to improve their ability to work during a crisis. For example, if you need to create content quickly and from the cloud, you can use infographic-making software to help keep your audience informed and engaged.
Conclusion
Brand awareness can suffer during a crisis – there are too many examples from the current pandemic to prove this.
For this reason, we have decided to analyze the main ways in which companies can review their crisis management to improve brand awareness .
Prioritize communication
The importance of communication in brand awareness cannot be car owner database overlooked; when a global crisis is looming, it needs to be prioritized.
During the current pandemic, several brands have demonstrated a deep understanding of how and when to communicate with their staff, customers, and community using coronavirus awareness templates.
The time to communicate is now, using all the channels available to you and that your stakeholders are using to receive information.
Additionally, businesses need to keep in mind that almost everyone is completely online right now and are on social media more than ever.
Send your messages not only on the channels you normally use, but on as many as possible, even if that means revitalizing previously discarded platforms.
Creating a social media plan that puts communication first, above sales, will help businesses create a better image of themselves online.
Use email marketing to share regular updates with your stakeholders. This means of communication has been and will continue to be effective.
This wasn't the case at the beginning of the lockdown when most people avoided their emails because they were flooded with messages from different companies communicating due to the initial shock of the pandemic. However, as this is no longer an issue, it is essential to send regular updates on how your business is doing during the crisis.
Going digital
People are still avoiding physical objects and other people as much as possible. The best way to navigate such a situation is by adopting a digital-first mindset.
We already mentioned that online communication is key for brand awareness during a crisis, but there are other ways to use the digital sphere.
Organizations around the world, from political parties to small businesses, have managed to start working remotely, ensuring business continuity.
Even several businesses have had to close their physical stores, particularly personal services and restaurants.
While these businesses may have shut down entirely, many have found ways to utilize the online sphere to continue generating revenue.
Moving to an e-commerce model has meant that many businesses continue to survive in the current crisis.
Restaurants have been able to link up with delivery services so customers can purchase items through apps or place orders online and pick up food at their doorsteps.
Several companies have even allocated budgets to advertising their new social distancing delivery service, showing how seriously they were taking the new rules.
Before this crisis began, companies had numerous avenues to spread brand awareness. But just because the digital route has become the primary channel to reach audiences now doesn’t mean it’s limited in any way.
Community help
The way some companies, particularly startups, have shown up for their communities during this crisis is a model that brands around the world should emulate.
Several startups have taken on the task of building and distributing medical equipment, hiring laid-off staff from different industries, offering telehealth services, and more.
Individuals have also stepped up to help their communities by creating protective equipment using 3D printers and handmade masks.
Giving back to the community doesn't always have to mean building or making something for people to use; businesses can also spread knowledge to help the people around them.
Online tutorials and infographics are great ways to stay connected with customers and spread awareness of your brand. With the digital sphere, you can reach a wider audience than you would just in your local community.
Companies are also sharing ways for people to stay busy and entertained at home as families, in particular, are struggling in the current environment.
Many organizations are creating printable scavenger hunts, recipes, online courses, and free resources to keep people engaged.
Sharing safety tips when leaving home in an emergency or how spotting the symptoms of the virus helps the community stay safe are other ideas you can implement.
There is also a need to discuss ways to maintain mental health on the road in isolation – these are extraordinary circumstances and messaging needs to reflect the situation.
Brands have also been busy posting about where to find reliable sources of information, as well as the most up-to-date data on their social media channels.
All of this helps organizations reach people who find the flood of negative news on social media overwhelming.
Stepping in to advise newer businesses or struggling organizations on models that might work for them is also a great way to build community.
These elements not only help the people around you, but they also make the business very useful: it portrays the brand as a thought leader who is not only interested in sales but also in people and the current situation.
Pivoting business models
The way businesses have moved towards e-commerce models shows a degree of ingenuity that has greatly helped communities as a whole stay afloat.
But not all affected businesses have the means or opportunity to sell items via delivery; personal services, to name one sector, cannot emulate this model.
For example, services offered in beauty salons, gyms and spas cannot be administered without in-person contact, which would require them to break social distancing rules.
However, there are some methods that these types of businesses can adopt to ensure that the revenue keeps flowing.
Some of these companies have created coupons redeemable for their services and products; these can be purchased online and redeemed when the businesses reopen.
Advance bookings are another way these businesses stay afloat.
Another successful model has been the creation of online subscription services; along with free tutorials for workouts and beauty services, companies also share paid versions that are more intensive.
Then there are the larger industries that have managed to adjust their machinery to create the necessary protective products, as the ones they were manufacturing are not a priority in the current environment.
Moving to a new business model can be challenging, but with a little creativity, you can not only ensure your business continues to generate revenue, but you'll also gain more brand awareness.
Relevance of content
Before creating any content to send out into the digital sphere, brands need to understand what kind of copy and images people want right now.
Many companies have been pretty good about the type of content they've been sharing since the pandemic hit, but it's a situation that needs constant evaluation.
In general, people want to be informed about the virus and the direct threat to them. They also want to know how they can enjoy a normal life while continuing to socially distance.
Likewise, there are a lot of people who are fatigued by the current situation; they want a break from the relentless statistics and news.
Brands and their social media managers need to keep all of this in mind when designing content: it should be informative, but at the same time avoid cluttering feeds with crisis-related posts.
Share some light-hearted posts – a meme or joke about social distancing and quarantine life wouldn’t hurt. Create a mind map of what content to share during a crisis so you have the ideas handy when you need to put them to use in practice.
Most organizations have steadfastly avoided appearing mean-spirited about the situation, even if that is their usual brand tone on social media.
More importantly, brands have recognized that focusing too much on sales isn’t looking great right now; while you can share posts about discounts and coupons, trying to capitalize on the current situation by raising prices or reselling essential items is very bad for business.
Employee Benefits
Employees are a business resource, as necessary to a company's survival as any other resource. But when a crisis hits, human resources are often the first to be affected.
The novel coronavirus pandemic caused several businesses to close immediately, resulting in a decline in revenue.
Many of these companies had a knee-jerk reaction to let their staff go, while others laid them off. These employees were given little notice and were not paid any compensation.
There were some companies that kept their staff on the payroll, or reduced their pay by a small percentage, but these often became exceptions.
As governments around the world announced funding and resources for businesses facing revenue shortfalls, organisations that let their staff go were criticised on social media.
While these companies managed to save some monetary resources, they also generated the kind of negative brand awareness that companies try to avoid.
And with every news story amplified a thousand times on social media, there is nowhere for these companies to hide.
What these organisations failed to take into account was that their main customers have always been their employees: by letting them go they damage their own reputation in ways that may be irrecoverable.
Planning for future crises
Most businesses, regardless of size, have a crisis plan in place. But if this pandemic has shown us anything, it's that there's no such thing as being too prepared.
To anticipate a future crisis, companies need to start planning now, so the next time something like this happens, they will have the means to maintain brand awareness.
This means preparing for virtual workplaces, packaging and delivering goods to customers, new revenue streams, and how to keep employees on the payroll when revenue declines.
How can companies change their strategy during a crisis to keep staff employed and generating revenue?
Updating the current crisis communications plan to focus on digital platforms is another key area.
Technology can bring people together, so businesses should start looking at what kind of software they can use to improve their ability to work during a crisis. For example, if you need to create content quickly and from the cloud, you can use infographic-making software to help keep your audience informed and engaged.
Conclusion
Brand awareness can suffer during a crisis – there are too many examples from the current pandemic to prove this.