How to Message Your Brand in a Time of Crisis

Business Tips and ToolsVisibility

Mar 28

Written By brandmerry

How to Message Your Brand in a Time of Crisis

BY MICHELLE KNIGHT

With a degree in Public Relations and a background in crisis management, I’ve carried those skills into my entrepreneur business to continue to show up and communicate with my audience in times of crisis. Read the blog to learn all my tips on sellin…

If you prefer to watch a video version of this post, which is highly recommended, you can do so below.

As I write this blog we are in the middle of the Covid-19 (Coronavirus) pandemic in the States.

It’s a difficult time for many small businesses and online entrepreneurs as their business has been impacted. But, more than anything so many owners are feeling lost.

What do we do in a time of crisis?
How do we respond?
How should we show up for our online communities?

Whether you’re reading this blog because you’re asking the same questions right now, or you’re circling back to learn how to be prepared for a potential future crisis, I hope this blog will offer you advice on selling, messaging and branding your business during a time of crisis.

A LITTLE BACKGROUND

I’m an online branding consultant and marketing strategist helping online female entrepreneurs grow their business online. I’ve been running my business for four years, and before that, I spent years in Public Relations and Communications.

I spent time working in crisis communication for nonprofits and took the training in school. Today, I’m pulling that all together to support you in moving forward with your mission and message.

Handling a Crisis as a Personal Brand or Small Business

There is a lot we can learn from large corporations when it comes to crisis communication. Typically large companies and firms have a complete crisis communication plan, so if something happens the company as a whole is prepared and on the same page.

One of the best takeaways from a PR approach is to be active, rather than simply reactive.

When the recent Covid-19 (Coronavirus) pandemic hit a lot of brands started to panic. Understandably so, there really isn’t a rule book for this. But, we can learn three important elements from a crisis communication plan and apply to our small business and personal brand.

#1 BE HUMAN

If you follow me on social media or have read any of my blogs you know that what I teach around branding is centered on human marketing - that should always be the top of your mind.

But, in a crisis it’s very important. Tapping into the fact that our audiences are REAL people, we need to be compassionate and we need to be empathetic.

We need to let people know that we are here to support them. During the Coronavirus, you probably got a surge of emails, from companies and brands.

As soon as this thing happened everyone went into addressing the issue, and that’s a good thing (more on that later), but what so many of those emails were lacking was compassion.

Many of the emails I received felt so dry and as if they had been copied and pasted from a template - it felt like everybody was sending the exact same email.

This is an amazing example of incorporating more story, compassion and empathy to differentiate yourself from others talking about the same thing.

The more you focus on what your audience needs to hear today, the more thankful they will be of your outreach.

I recommend adding more story connecting on a human level and focus on giving, giving, and giving some more. Find a way to say I’m here for you and I understand what you’re going through.

#2 TAKE ACTION - DON’T WAIT

When you're in a crisis, you have to take action. The worst thing that you can do is sit back and do nothing. If you’re being handed bad press, the last thing you want to do is say nothing. If it’s a situation like the Coronavirus it’s important to take action and pivot.

During a time of crisis, it’s important to modify your messaging, make small adjustments to your offers (if needed).

Sitting back and waiting for things to be “normal” will not help you advance your business. You will grow more from gracefully handling a crisis than you will from sitting back and doing nothing.

#3 DON’T IGNORE IT

Along with taking action, it’s also important to not ignore it in your messaging. Ignoring a situation can make your brand irrelevant in a time when your audience needs you to show up.

Don't pretend like it's not happening. It doesn't mean that every single post needs to be about the crisis, but let people know that you understand what’s happening and address the situation.

In times of crisis, it’s the brands that step up, are of service and show up for their communities that make the lasting impact.

How You Need to Show Up During a Crisis: Branding + Messaging

During a crisis, it’s important to focus on the big picture of your brand.

You might not have the best sales at this time, especially if what you’re experiencing is worldwide, but that doesn’t mean it’s over.

Remember, your brand is not the single product or service you offer - it’s the overall experience, mission and values.

During a crisis, it’s important to gain clarity on these pieces so you can continue to move forward.

How can you use this time to grow your audience, build brand awareness and be of service?

Is there a new way that you can show up for your audience and deliver content? During the Coronavirus and quarantine, more and more people were online.

During this particular time creating a podcast, writing blogs or activating Facebook ads are a great way to reach your audience and build brand awareness.

Even if that doesn’t directly relate to sales now it will in the future.

When it comes to a crisis, like the current Coronavirus, it’s so important to serve your audience with your messaging.

Think of different gifts and resources you can provide your audience that again build trust, build community, but also offer support.

People will remember how your brand responded during a crisis - make sure it’s authentic and of service.

YOUR CONTENT

When it comes to the content you create during a crisis it’s important to show up. As we’ve already covered, you’ve got to remember your audience is human.

How can you create content that connects deeply with your audience?
How can you create content that brightens their mood?
How can you create content that tells the story of your brand?

Now more than ever these pieces are so important.

BE OF SERVICE

Your main goal during a crisis, like Coronavirus, should be of service.

If you show up and you are of service to your audience and to people who have no idea who the hell you are, then you will see it will pay off in the long run.

It’s just another reminder that you want your brand and business to be in for the long game.

One of the lessons I shared in my video below, as it relates to the Coronavirus was the idea that there is still time.

It’s hard to see the light at the end of the tunnel during a crisis, but in the current pandemic, it’s important to remember that we still have 75% of the year left.

And most businesses make the majority of their revenue in Q3 and Q4 typically. There is still so much you can do to hit your goals.

IMPORTANT NOTE: Being of service doesn’t mean giving everything away for free or heavily discounting your services. You’re still running a business. There is a way to be of service and give to your community while still making money.

STEP UP

I encourage you to ask yourself the following questions…

How can you step up and serve your ideal client?
What is the mission behind your business?
What is the impact that you want to make with your brand?
How can you do that now when people are looking for that support more than ever?

Remember that being of service proves in the long run, that the sales will come.

#1 CRISIS COMMUNICATION STRATEGY TO AVOID

In my opinion, during a time of crisis fear-based marketing is a no-no.

We know statistically people respond to pain over pleasure when it comes to your messaging. That’s because it’s much easier to say, “I want to avoid x, y and z,” then it is to say, “I want that!”

But, in a time of crisis, some people can go a little too far in addressing the pain. A general rule of thumb is that if you are exploiting a situation or the fears that people are experiencing, it’s not a great branding move.

Remember branding is the long game. It might seem like a great marketing move right now, but in the long run, the chances of it paying off are slim.

In times like this, it’s important to focus on the joy, pleasure, desire and how you’re helping people grow overall.

We’ve talked a lot about showing up for your audience, but when it comes to messaging your business and focusing on the benefit, remember you’re stepping into your role as a leader.

During a crisis is an amazing time for leaders to rise up.

If you don't do anything, you won't rise up.
f you're not showing up, you won't rise up.
If you're trying to go viral or pick up on people's fears or insecurities, you won't rise up.

CONCLUSION

Remember, the top tips for your brand during a time of crisis are:

Increase your brand exposure: Create content, tell stories and show up. If business is slow during a time of crisis, use that time to introduce yourself to others.

Build a warm audience: Along with building brand awareness you can also use a time of crisis to build trust with your audience and move them off of social media into an email list. This growth will support you during the long game.

Be human. Above everything else remember that your audience is human. They deserve and need compassion and empathy, especially if what you’re experiencing is collective. If the crisis is internal to your business, it’s just as important to show up as human and take responsibility.

Get creative and create new solutions. A crisis might require you to pivot your messaging or your offers. Take the challenge and make the change. In times of crisis, great leaders are born.

Be of service. Show up for your audience and give back. Remember, that giving will come back to benefit your business in the long run.

I hope these tips were helpful for you today.

If you’re interested in learning more about building your brand and strong message online, be sure to check out my signature course You! Branded.

Learn more at youbrandedcourse.com