This is an important—and potentially challenging—message for brands and professionals.
If you are, or work for, a brand that does not provide goods or services that help and support the immediacy of the current phase of this COVID-19 pandemic crisis, we know your business is most certainly hurting. We know you are concerned for your future and its uncertainty. We know this situation is beyond dreadful and you do not deserve it. No one does.
We also know that it is natural to want to get creative and find ways to generate revenue. However, while you do this, we want you to think long-term and be mindful of the emotional sentiment that your, let’s call them “creative strategies”, will trigger.
Right now, the world—i.e.: your customers, employees, community, etc.—is trying to survive. Like you, they are suffering and scared. Does your “creative strategy” bring something of value to them in this time? This value can be in the form of support (whether emotional, physical or financial), hope, reassurance, leadership, peace of mind for a given moment, or anything else along these lines.
While part of your crisis ready strategies and tactics right now are to survive, it is important that you do not lose sight of the long game. Once all of this is over and done with—because make no mistake, these current circumstances will come to an end and we will survive this—what is the emotional connection that you want to have built with those you serve? That emotional connection should be a part of your crisis ready long-term strategy. Focus on that and be very mindful of how you promote your business right now.
This crisis ready tactic applies to everyone, not just “luxury” brands.
Wishing you health, safety, clarity, strategic foresight and strength through these challenging times.