Make public health, protecting your employees and maintaining good customer service a priority. Without this, the rest doesn’t really matter.
Maintain frequent updates about what the brand is doing. And when doing so, always be honest and transparent and never be misleading.
Brands can bring people together who have shared interests and values. This is an opportunity to unite and build your community around something important or something to take peoples’ minds off the present.
Keep marketing to maintain your share of voice and mindshare to maximize growth once the crisis is over. Demand and growth have returned after every crisis. So cutting or eliminating marketing can undermine the long-term health of your brand.
The post-pandemic world will be different in some way so it’s time to plan for it. Brands ready to adapt will come out stronger on the other side.