Navigating your brand through uncertainty.

We are all in uncharted waters, and no one truly knows the full impact of what’s ahead. So it’s important for brands to adapt and respond now to unexpected and dynamic challenges.

How do I steer our brand?

  1. Square one

    Make employee well-being, customer support and operational integrity a priority. Without this, the rest doesn’t really matter.

  2. Speak the truth & speak often

    Maintain frequent updates about what the brand is doing. And when doing so, always be honest and transparent and never misleading.

  3. Build community

    Brands can bring people together around shared interests and values. This is an opportunity to unite and build your community around something meaningful—or even provide a needed escape

  4. Maintain momentum

    Continue marketing to preserve your share of voice and mindshare so you’re in position to grow once conditions improve. After every storm, demand returns. Cutting marketing can undermine the long-term health of your brand.

  5. Plan for change

    The world will look different on the other side of uncertainty. Brands ready to adapt will come out stronger.

Ask yourself...

How can I unite our brand community?

What am I doing to maintain our share of voice?

How will the world shift, and am I ready for it?

The last word

Periods of uncertainty are overwhelming and constantly shifting. Focusing on what we can do—with creativity, problem-solving and clarity—better prepares us for the opportunities that lie ahead.

How are you navigating your brand?
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