Checklist for Effective Brand Communication - Crisis Edition

The tussle of self-isolation due to the outbreak of COVID-19 has affected the masses. As masses are consuming internet and all social media platforms are flooded with content, we can see tweets and retweets, blog posts and infographics shared in every millisecond. What we are experiencing, is unprecedented, it is open-ended, it is changing the scenarios and leading to a new normal.

Brands unfolding their communication strategies define the New Normal. Let's be crazy but clear, this is not a "marketing opportunity" to capitalize on, however this is the time to recognize a new reality that requires thoughtful navigation while communicating with your audience.

Here's a quick checklist on how brands can effectively communicate with their audience and sustain their brand voice while also maintaining their calm:

Conduct a SWOT Analysis

Know your brand and understand what unique role your brand plays in people's lives by staying empathetic and genuinely concerned for your target audience. It is also the right opportunity to lead by the example and do the right thing. SWOT Analysis will help you define your communication strategies and will enable you to capitalize on your brand's strength while finding the "Unique Role" and "the right thing".

Tone of Voice

How you communicate with your clients, your stakeholders in the times of the crisis will leave an impact on your brand forever. Brands should evolve their tone depending on the context. Being empathetic, showcasing understanding and certain types of humour may go for a long way.

Create Value and become an Authority

Considering the fact that millions are consuming the internet, this is the right time to showcase your expertise. Conduct Webinars and share relevant information with your industry network and consumers while giving them valuable advice and keeping the retention level high. Download: Asana, Monday, Slack, Zoom, Microsoft Teams, Google Chats hangouts while you dive in for effective communication.

Social Media - An indispensable source

In times of crisis, everyone is looking for a reliable and authoritative voice while choosing what to consume on the internet. Get the right balance and communicate via social media and optimise it effectively by sharing rich content that gives useful information and has measured takeaways.

Optimise Twitter

Twitter plays a vital role in crisis communication. Since the emergence of the outbreak, there have been millions of tweets and retweets on COVID-19. It is a powerful tool to communicate with the broader ecosystem of your network. Keeping the brand voice and brand tempo in mind, brands can optimise twitter to address the broader ecosystem while sharing valuable information.

Hemlata Mishra is the Founder of MADnext and an experienced Brand Strategist and Communication Expert. She believes in enhancing communication with customers by choosing creative and disruptive methods. To stay connected, follow MADnext.