Showing you care

The Coronavirus outbreak is impacting every business around the world. Three or so months in, clearly no one will remain unaffected, for good or bad. Mostly bad I’m guessing.

While I believe no brand had a drawer plan for a pandemic, some have been quicker to respond. It is a crucial moment for marketers everywhere who have a unique responsibility to guard their brand’s image, at a time when confusion, fear and stress dominate our world.

Brand trust ranks as a top buying consideration*, so we know people are turning to brands they trust, which puts a lot of responsibility on the shoulders of the world’s brands.

 What NOT to do is easy. Don’t use Coronavirus as a cheap marketing tactic, and don’t exploit fear. customers will see right through it.

As always: customer first! It is highly inadvisable to now put profits before people, as you will lose their trust forever.

But what does it mean for brands to do the right thing during the Coronavirus catastrophe, and what do brands need to do to for maintaining brand trust?

The following is taken from a recent study by Edelman*:

Show up and do your part

Brands have a vital role to play. Now is not the time to disappear, but to show up and use all your resources and creativity to make a difference.

Don’t act alone

There is strength in collaboration. To truly help people during this crisis requires a joining of forces with others, most critically government.

Solve, don’t sell

Brands should focus all efforts on finding appropriate and meaningful solutions to the problems people are facing today.

Communicate with emotion, compassion and facts

People are reassured by positive brand actions and commitments. Communicate with empathy to help both inform and calm.

Doesn’t it all add up to…” SHOW YOU CARE”?

* 2019 Edelman Trust Barometer Special Report: In Brands We Trust?

* 2020 Edelman “Brand Trust and the Coronavirus Pandemic “