Brand Positioning In A Pandemic: Are You Messaging Effectively?
How you position your organization during a crisis will truly define you as a brand now and in the future. And while there is no brand marketing playbook for the crisis organizations are facing right now, these key tactics will help you navigate how to make your messaging stand out.
Raise for Good’s Bootcamp is arming organizations with the tools needed to manage brand messaging during COVID-19. Through virtual workshops, live Q&As, and dedicated 1:1 coaching sessions, this Bootcamp will help your organization create meaningful and effective messaging that resonates and drives impact.
It's vital that organizations think about brand positioning messaging now so they don't get left behind when this crisis is over. Here are our top tips to help you get started.
Reorient your organization around your core vision, mission, and messaging.
As we know, communication is key. And now more than ever, organizations must properly communicate brand priorities across the entire company so external messaging remains consistent and your stakeholders, communities, and networks feel supported during this crisis.
Be real.
Many organizations and leaders have never faced a crisis like this in their lifetime or prepped for one. There will be missteps. There will be unexpected wins. But through it all, it’s paramount that organizations are transparent. Being transparent in your messaging inspires confidence. The goal is not perfection, but rather being real and communicating like you would want to be communicated to.
Create a brand that stands out now and in the future through emotional connection.
It’s time to take a step back and think about how your brand will live and be viewed beyond the products, services, and tools you provide. How do you create a memorable brand that stands out and adds value? It’s about dialing back into your bigger “why” and showing your network why they should support you even when this crisis subsides. Emotional connection is key here– speak to what is at the core of your organization.
Show empathy.
For most of us, this is baked into our organization’s DNA, but it’s always a good reminder as we think about brand messaging and positioning during a crisis. Show empathy to your audience, ask them for feedback, and consider them as you write your communications–all of this will help you stand out because it won’t feel like you are just shouting for donations.
Organizations that bake all of the above into their brand positioning and messaging during this uncertain time will come out stronger on the other side. Make this a priority. Get back to your why as you message and tap into what makes your organization meaningful–you will not only stay resilient through this crisis, but remain relevant.