How Brands Should Communicate During Uncertain Times

Today, every company is dealing with the effects of the COVID-19 outbreak in some way or another. Companies need to be thinking about their brand communication with stakeholders and how they manage their reputation during these challenging times.

The importance of clear brand communication during uncertain times

Earlier this year, I wrote about the greatest reputation risks brands face in 2020. At the time, the threat of COVID-19 — the 2019 novel coronavirus — wasn’t prevalent, as it is globally today. I emphasized in my post that compromised health and safety poses a threat to brands, and negligent companies will face devastating reputational consequences.

Today, every company is dealing with the effects of the COVID-19 outbreak in some way or another. And it has nothing to do with negligence.

For starters, the coronavirus has an impact on employee well-being, leading many companies to put travel restrictions in place and encourage remote work. Additionally, there is significant impact on customer relationships and financial performance. Therefore, companies need to be thinking about their brand communication with stakeholders and how they manage their reputation during these challenging times.

Start by Communicating. Period.

Now is not the time to stay silent with your employees, customers, and other stakeholders. While you may not have all the answers, rapid and regular communications can help alleviate potential concerns. If you don’t let your employees and customers know how you’re handling the current state of affairs, they will wonder if it’s a priority to you at all. Reassurances matter.

Employees will want to know how expectations are changing and about accommodations to keep them healthy and safe.

Customers also will want to know how brands are addressing the risk of COVID-19, at brick-and-mortar locations, with their employees and otherwise.

Make Responsible Decisions

My inbox is flooded with communications from companies I have relationships with providing information about their new protocols due to the coronavirus.

For example, my local health club shared information about how they’re increasing their cleaning and sanitization procedures. I received a similar communication from a transportation company, highlighting the precautions they’re taking with their vehicles and drivers.

Near-term expenses, such as additional cleaning, added resources, and paid leave for sick employees, will ensure the health and safety of customers and employees. These investments will also help to maintain and improve brand reputation and increase customer retention and loyalty.

Use a Variety of Brand Communication Vehicles

Brands tend to over-rely on email because it’s inexpensive, and production times are short. However, consumers’ inboxes are overwhelmed with marketing messages. To ensure you reach your audience with time-sensitive, developing information, leverage a variety of owned, paid, and earned channels.

Post updates on social media and create a destination on your website to reflect the latest information. Train your employees on the front lines so they can deliver reassurances to customers directly.

Be Earnest, Helpful, and Sensitive — Don’t Exploit the Epidemic

I’ve written about Elon Musk’s poor judgment as a brand spokesperson, but continue to be shocked by behavior like his insensitive coronavirus tweet.

For most people who contract COVID-19, it will be like a mild flu. Some populations, however, are particularly vulnerable, and brands need to be sensitive to the fear, anxiety, and threats many people currently face.

Certain brands and categories, such as hand sanitizer, are subject to strict FDA regulations in terms of how they communicate and market concerning the coronavirus, so it’s essential to understand what’s appropriate and permissible.

Now is not the time for coronavirus discounts or apocalyptic sales. Brands should focus on providing helpful information and reassuring their stakeholders. Clorox, for example, has created valuable educational content on its website.

Leverage Reliable and Credible Sources

It’s always important to present factual and accurate information — but right now it’s crucial. The speed and availability of information in times like these is unprecedented, thanks to social media and digital platforms. Unfortunately, there is a tremendous amount of misinformation circulating. Corona beer has nothing to do with coronavirus. Lysol didn’t know about the outbreak before it happened.

The CDC and the World Health Organization  (WHO) provide the most accurate and timeliest information.

As a brand, take this time to commit to a communications strategy that informs, educates, and provides reassurances. It will make a difference.

Author: Jessica Nable

Jessica Nable's blog is focused on how companies can manage and improve their corporate reputation. With over 15 years of corporate, B2B, financial services, and technology communications experience, Nable is an experienced senior strategic communications consultant who helps organizations build deeper relationships with press, clients and prospects, current and prospective employees, and lawmakers. Reach her at and connect with her on LinkedIn. 

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