Branding in an Age of Panic

We are currently living in unprecedented times, so it’s understandable that people are feeling a little insecure about the future. Ever the optimist, I believe we’ll get through this moment in time a little wiser, stronger, and more grateful for what we have.

As a marketing and public relations professional for almost 20 years, I’ve seen my share of client panic. Certainly nothing of this scale, but I’ve definitely led clients and teams through drastic highs and lows.

One thing I know for sure is that your brand or outreach campaigns should never be altered while you’re in a state of fear or boredom. If you’re sitting at home and putting your personal or organizational brand or its corresponding outreach campaigns under the microscope, allow me to provide some perspective and guidance.

  • Just because a brand or campaign isn’t landing with people right now, doesn’t mean it won’t. We are in uncharted waters. We are thinking, consuming, and engaging in ways never seen before. Depending on your message or target audience, now just might not be the right time for your message. Just sit tight.
  • The pandemic will absolutely alter the way we consume, engage, and donate. We will all absolutely take a financial hit—that’s to be expected. How much of a hit and for how long is still to be determined. But that doesn’t mean you should throw the baby out with the bathwater.
  • Rethinking your strategy is never a bad thing. Just make sure you’re doing so with data and thinking that will apply beyond the next six months or longer.

We really don’t know what the next two weeks to two months are going to bring. Does that mean we stop creating and deploying our brands – absolutely not. Just be sure that what your distributing isn’t tone deaf to the current situation. What I am strongly encouraging is that you don’t sink time and money into trying to predict the unknown. Stay the course for now and reassess with a clear head once life is somewhat or completely back to normal.

In closing, I want you to know you can always count on me and the Firestarter team for support—and wish you, your colleagues and loved ones continued health and safety during this very challenging time.

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