Business is tough enough without sudden, unexpected, and potentially devastating challenges thrown into the mix. No doubt these have been some of the most challenging economic times most of us have ever faced from a business perspective. In our firm’s 25+ year history, this is the third time we’ve faced a difficult business climate. First there was the recession of the early 2000s, then came the Great Recession from late 2007 through mid-2009, and now it’s the effects from the global Covid-19 pandemic.

Facing tough times like we are now provides an opportunity to re-evaluate our organizations in all aspects. Indeed, it’s the organizations that can adapt to rapidly changing circumstances that often not only survive, but thrive, after a challenging time. Branding and marketing are no different—as circumstances change, opportunities appear to meet new customer needs. Now is a good time to refine your brand, its positioning, and its connection with your stakeholders. Along with business process changes, one way to accomplish this is to change your marketing messaging.

In our Conquer Corona article series, we provide helpful information to those who understand marketing is a powerful tool to help achieve long-term success. In this article, we explore 6 messages we recommend integrating into your marketing to help your organization conquer Corona moving forward:

1.) Empathy

Branding is about shaping perceptions. Your intentions matter, but how something is perceived by others (i.e., its “optics”) matters more, even if that perception is not factually correct. There are so many people and organizations right now who are suffering in different ways. And we all know that as the overall economy goes, so does the health of the business community and, by extension, everyone connected to it.

It’s important for organizations to understand and to empathize with all who are suffering right now. In some cases, the difficulty being faced may be temporary, while in other cases, many organizations unfortunately will not survive. Start by showing and demonstrating to your customers and clients (not just by telling) that you empathize with them and their situation. Then go beyond that. More on that next. A word of caution: if empathy isn’t integrated into your marketing, your organization may be viewed as more predatory because it could be perceived as focusing too much on how it can benefit from the current situation as compared with helping everyone get through it.

2.) Proactivity

As compared to being reactive when events occur, being proactive refers to “acting in anticipation of future problems, needs, or changes.” (Merriam-Webster). Only a select few who were “in the know” or are very knowledgeable could have anticipated the Covid-19 pandemic and subsequent effects from it. Now that we’re all aware of it and living through it, there are many proactive marketing steps that should be taken moving forward that will help your organization.

While showing empathy is important as a first step, people want, expect, and need much more right now. Organizations need to demonstrate to all their stakeholders (customers, employees, partner vendors, etc.) how they are moving forward to keep everyone safe, continue operating their facilities, provide their current products/services, promote new offerings that are greatly needed, etc. One of the best ways to determine how to be proactive is to engage in regular internal “future-proofing” sessions, which involve the “process of anticipating the future and developing methods of minimizing the effects of shocks and stresses of future events.” (Wikipedia). What is key here is that your organization, in its marketing, must promote the ways it is better prepared to engage in activities that help people get through challenging times such as these safely and effectively.

3.) Stability

As is the case with many things in life, consistency is key with marketing and branding, especially during challenging times. People crave stability and predictability, and we tend to be creatures of habit. We embrace brands that are stable and consistent, both in their products and services, and also in our experiences with them. One of the best ways for this to come across to your stakeholders is to consistently practice what you preach. Use marketing messages that prove how stable your organization is, even if it has undergone significant changes in how, when, or where it conducts business.

But what do you do if you don’t have years of proven stability and experience under your belt that you can leverage in your marketing? And what if you’re not able to demonstrate this stability due to significant changes in your business? That’s why the other marketing messages on this list are so important. Focus on leveraging your organization’s strengths and its future plans in your marketing. And show them in your messaging (and then in your actions) that you’re going to get through this… and how you plan to do it.

4.) Connection

Now more than ever, making connections with your brand’s stakeholders is critical to your organization’s long-term success and to achieve brand resonance (when people feel a deep, psychological bond with your brand). When brands are tied to emotional appeal based on a person’s experience with the brand and not just its products and services, that’s the pinnacle of Keller’s branding pyramid and should be every organization’s brand objective.

As compared with transactional marketing, which focuses on single, point-of-sale transactions that emphasize maximizing efficiency and volume of individual sales, relationship marketing strives to foster customer loyalty, interaction, and long-term engagement to develop strong emotional connections with stakeholders. During times like these, emotional connections are even more important, both between people and with brands alike, so it’s important to nurture and deepen those connections whenever possible.

5.) Trustworthiness

Some of the best ways to deepen connections with stakeholders of your brand is to be honest, authentic, transparent, and trustworthy. With so much going on right now, especially as it relates to the Covid-19 pandemic and important social awareness issues, people want to know they’re involved with organizations that give it to them straight and who will be trusted to treat them fairly and honestly.

As an integrated marketing firm specializing in branding, we often find ourselves having to tell our clients what they need to hear, as compared to what they may want to hear. It’s likely you have found yourself in this situation at times as well. While this may sometimes mean the recipient doesn’t like what is said, it’s important to tell them what is believed to be in their best long-term interest. When done tactfully and respectfully, you’ll find that the vast majority of the time, your stakeholders will appreciate it, and their bond with you and your organization will strengthen as a result.

6.) Grit

If you haven’t had an opportunity to watch Angela Lee Duckworth’s TED Talk on Grit (which she defines as “passion and perseverance for very long-term goals”), you may want to check it out. While her research was originally conceived to help learn why some school students weren’t doing as well as others, when you watch her talk, you’ll see how it applied to adults she studied as well (e.g., West Point cadets). In her talk, Ms. Duckworth explains how her research helped determine her theory of “grit” as a predictor of success, both in school and later in life. She also discusses Stanford University’s Carol Dweck’s “Growth Mindset,” which is the belief that the ability to learn is not fixed and that it can change with your effort. Not only are these two concepts applicable for everyone looking to achieve some long-term goal, but they’re especially relevant during this challenging time.

What does having grit have to do with marketing messages right now? Plenty. Along with the other messages in this article, this one is perhaps the most important. People generally want to align themselves with successful, hard-working people and organizations. When we see an organization working hard, trying new things to succeed, striving to evolve, contributing to society, and helping to solve our problems, we are appreciative and grateful. And it endears us to them even more as we respect their resolve, eventually resulting in brand resonance and long-term loyalty. Showing people, in your messaging and actions, that you’re trying hard to help and serve them, and doing it consistently, matters greatly and helps create the desired emotional connection with your brand.

Yes, this is a very challenging time. And overcoming it will take sound strategy and hard work. The organizations who continue to invest in their future success by promoting, and more importantly, exemplifying, the marketing messages in this article will come out of this stronger, wiser, and more successful long-term.

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Be on the lookout for the next article of our Conquer Corona series, when we’ll explore top strategies and tactics for promoting these important messages throughout your marketing.