Startup and small business folks are some of the scrappiest, most innovative people I've ever met. Here in DC, an upscale French restaurant, Primrose, has temporarily renamed itself as “Larry’s Chicken and Cheeseburgers To Go” in light of COVID-19 restrictions, and is selling new casual meal options along with tough-to-find wine and beer for delivery. They’re totally owning that they’re learning as they go and still working out the kinks, and I'm here for it.
But for many, it’s not quite so easy to shift service offerings on a dime. Last week, another local entrepreneur, this one in the fitness industry, had to make the difficult decision of laying off 98% of her employees across her business's 72 locations.
The effects of the past few weeks here in the US are already being felt in tangible ways, both psychologically and economically, and it’s no less jarring than I imagined it would be. Small businesses in particular already have to go through so much just to survive their first few years in general, and I can only imagine that most founders never anticipated needing to weather something like the coronavirus. It’s heartbreaking.
So I’ve been thinking about what kind of advice I personally want give to brands – at all stages of growth – to get through this strange and confusing time. And in the end, it would be just this:
Don’t let your brand go dark.
Even though you might have nothing to sell right now, tell your brand story.
Even if no one is buying right now, give away immense branded value.
Things are hard, and they’re going to get harder. But if you’re going to focus your marketing efforts on a single strategy, I say focus on who you are and what you stand for. Focus on strengthening your brand, and connecting with your audience.
How? Reflect on this wild economic situation from your brand’s perspective. Talk about it on social. Serve your own unique audiences in ways that only your brand can. Ask your customers what you can provide them right now. Create free giveaways that will help. Deliver branded solutions however you can. Your brand was (hopefully) built to serve a need, and now there are more needs than ever before. Identify the one that you’re uniquely positioned to fill, and do it. Quickly.
Because right now, you want people to remember that you exist, and why you exist.
And now is the time to make sure they do – not later.
Scott Kronick, President & CEO of Ogilvy Public Affairs, Asia, puts it well:
"Using your expertise or brand capital to help during a crisis is not about commercial advantage or profit. It is about doing the right thing for society and showing a company's true values and citizenship."
By the way, if you do have actual marketing budget to spend right now, spend it. Don't squirrel it away for winter, because in my opinion, "winter" is here. The economy needs your spending now more than ever. But put it towards the most impactful social, cultural or economic initiative that you can: Help your employees make rent. Help other small businesses in what you're skilled at. Help the service workers who can't be home right now. Make a difference, in the way only your brand can. And then don't be afraid to talk about it.
Founders, business owners, CEOs: Keep your brand in this conversation, no matter how much you want to go silent and focus your efforts elsewhere.
It’s going to be tough, but together we’ll all get through it.
I personally look forward to seeing what’s on the other side.