How to Maintain a Strong Brand
in the Midst of Uncertainty

How to Maintain a Strong Brand in the Midst of UncertaintyWe are currently living through one of the most vulnerable and uncertain times in our history. None of us have experienced what is happening now in our lifetime. We are in this storm together, but we are on different ships, experiencing all different kinds of turbulence.

If you are a business owner, you may be asking yourself, “how do I navigate these rough seas? How do I stay afloat?”

Whatever your industry, this could be an ideal time to reconnect to your mission and purpose, contribute to the common good and lead with empathy and understanding. This could, in fact, be the time to strengthen your brand, support your community and grow your reach.

There are many brands stepping up right now and leading with empathy and action. For example, Starbucks has extended its mental health benefits and Apple is offering unlimited paid sick leave to any of its retail staff experiencing coronavirus symptoms. LVMH, along with Anheuser Busch and Bacardi are using their factories and distilleries to make hand sanitizer. Countless apparel brands have shifted their production to make masks and other medical supplies, while hundreds of restaurants are feeding the hungry and the sick.

One thing I know for sure is through crisis and chaos often comes creativity, innovation, goodwill and opportunity.

Here are five steps to maintaining – and even growing – your brand in the midst of uncertainty:

Pause and assess where you are today – Now is the time to revisit your bigger “Why,” your reason for being in business in the first place. Have our current circumstances shifted anything for you? Do you feel even more connected to your purpose and mission? Would you like to make a change? If you have a little time for pause and reflection, revisit your Brand Handbook if you have one – and if not, it’s the perfect time to create one. I show you exactly how to do this in my book, Style & Substance: How to Create a Compelling Brand, and walk you through the process.

If you would like a free digital copy of my book, just email with “Style & Substance” in the subject line, and we’ll send one over to you right away.

Polish and refine your Brand Touchpoints – your Brand Touchpoints are all of the places where potential clients can engage with you and your brand and get a sense of who you are and what you stand for – everything from your website to your social platforms to your emails, courses, books and more. Each touchpoint is an opportunity to share your message and make an emotional connection with your prospective clients. Make sure you are consistent across all touchpoints and that each one is powerfully conveying your message and your mission.

Engage and meet your clients where they are. Our online world was already busy, but now it’s where everyone lives. It’s more important than ever to keep the light on where your potential clients are hanging out. Whether your audience is on LinkedIn, Facebook, YouTube, Instagram or a combination of a few platforms, make sure you’re checking in regularly, sharing content that is helpful and being responsive.

Focus on content marketing. People are watching videos, listening to podcasts and reading more than ever. How can you use emails, blog posts, video and podcasts to show up and help clients solve the problems they’re struggling with now? Use social media as educational channels to let people know how you can support them, but make sure you are sensitive to your presentation. It can be considered tone deaf at a time like this to actively sell and market yourself, so it’s important to adjust your content accordingly and focus on messages of inspiration, hope and adding value.

Be generous and keep adding value. What could you do for your clients today that would be helpful to them? While you shouldn’t stop charging for your products and services, we are living through a vulnerable and uncertain time and many people are suffering. If there are things that you can do that would be helpful and uplifting to your community (and likely will uplift you in the process,) then by all means make the effort. Whether it’s a list of resources on your website, IG TV videos that they can use, a free offering or a weekly email of encouragement, don’t underestimate the power of connection and generosity of spirit.

The underlying message of all of these points is: BE HUMAN. The most human brands – the ones that make an emotional connection and lead with empathy – are the brands that will be the most resilient and continue to thrive in good times and bad.