Branding in Uncertain Times
Branding is continuous - even in uncertain times. Many of my clients have turned to me to ask how they should go about the next few weeks. I've decided to share three of the most popular questions I've been asked in a blog post as I strongly feel this can help anyone, regardless of what kind of business they have.
1. Should I stop posting and engaging on social media until this is all over?
First and foremost, please whatever you do, do NOT disengage at this moment. Now more than ever it's important for you to be online and present within your community. Showing up online, through social media, blog posts and even your newsletter creates a sense of comfort and shows your sensitivity around times like this. Unfortunately, we don't know how long this is going to last, and by disconnecting you do lose part of what you've worked so hard to gain.
2. Should my online content be Covid-19 based only?
Now, this does depend on your brand, but overall no, not all your content has to be about Covid-19. That said, your content should be sensitive to the time we are in. This means staying away from content that discusses or showcases in-person meetings, events, large gatherings etc.
If you're an essential service then it's important to update your community as news comes in or changes happen in your business. However, if you are not, then feel free to share some content on what this means to you but also mix it in with your regular content as well. Creating a sense of normalness is important in times like this.
3. Is it ok to sell my service/product still?
As long as things still abide by the rules that help us flatten the curve then, yes, you can and should be trying to sell your service/product. Just remember that the overall tone should be sensitive and understanding of the world we live in.
You can also take this time to highlight your new or different services like Virtual Meetings, Zoom Webinars or online delivery/contactless pick-up.
It's also a great time to share Educational Freebies that lead to your service/course and blog posts as most people are finding they have extra time and looking to learn or start something new.
Remember, we are all in this together, so show, your clients, followers and team members your support. Share with them your vulnerabilities, how your business has changed and what new practices you're implementing to help get through this.
To end off I will say, if you need a break that's ok too, rest is what we sometimes forget as we are a generation built on the "hustle mode." So take time to rest, recharge and refocus to ensure your clients, and team are getting the best version of yourself.
And don't forget to help support all your small business friends too, whether it's buying a gift card or showing up to their online course, or writing a comment on their post! All of this helps us support each other in uncertain times.