5 things brands should do now to plan for when Coronavirus 'ends'

By Kathy Kyle Bonomini, Co Founder

I have been reading a lot of articles and blogs about balancing parenthood and work during this unprecedented crisis.

This is not that article (but you’re all legends). This blog is about my observations on what brands should be doing now, and for when the lockdown is lifted. There are a lot of unknowns, but there is a lot we can do in the meantime to respond to the crisis and still be true to our brand.

Here are my observations — and recommendations — during this particular crisis:

1. I recommend companies, charities, nonprofits, and organisations should reflect upon the crisis and its impact on their mission and messaging. An organisation will always have some kind of response to coronavirus — sometimes it will become even more relevant, or perhaps it will fade into the background. Focus on what you do and why your charity or company is important — or even more relevant after coronavirus. Reflect and focus your mission and messaging. Storytelling is important — make sure you know yours and it is a good one.

2. I would then address the “how” of work is accomplished. If this has changed because of coronavirus, I recommend a scalable campaign to explain how the organisation is shifting operations to meet the crisis (making masks, goggles, technology, etc.), moving all courses online to reach more people, or changing its operating model to make masks for a local hospital.

3. Then I would develop content and an editorial calendar to help promote the organisation across all relevant digital channels — you have a captive audience. And target. Your. Audience. Not everyone uses the same channels in the same way. So take time to understand your audience, what actions you want them to take, and act accordingly across your channels (and don’t forget email.) This is an ideal time to be a content creator. This is not the time to put the brakes on marketing and digital. Build your marketing collateral and when the market opens up, you will be ready.

4. Use technology as an enabler for all. Focus on people, their needs and sharing outcomes; use digital to reach them and help them. If you have the ability to donate your services, then donate them. I volunteer my services on a regular basis. I don’t expect anything in return. People will remember your good work — and the quality of your work. You’ll feel good about it, too.

5. Finally, celebrate successes. Celebrate your client’s successes. Collect testimonials and share them. And don’t forget to evaluate how you did and work to improve on the next campaign.

The key to all of this coronavirus pandemic crisis is this: it will pass — and when it does, will you be ready?

Business will not be business as usual.

Ultimately, a crisis should bring into focus your mission and value system of work. The what you do should be crystal clear to you. The how is where you should/could be nimble, flexible and scalable. Pivot where you can and respond to the crisis. But the mission, vision and values should remain constant.

I’ve been reflecting on the amazing people who are volunteering, teaching, working and donating their time to the incredible effort to keep us all safe. As I advise my clients and I consider the kind of work I want to engage in, I know and have always known that I want to make the world a better place — and to work with clients who want to change the world. I want to make it healthier, more sustainable, and enabled by technology that empowers people to build strong communities.

What’s Next

I am really fortunate that those I know and love are safe from coronavirus. For those who have had symptoms, or who have been in hospital or worse, in ICU with coronavirus, I am happy to report that they all have made full recoveries and are now home resting. I am thankful for the NHS and for the amazing carers, everywhere. From a work perspective, I hope that this unfortunate disruption illustrates the virtues of distributed teams, flexible work, or just scaling down physical offices. Perhaps only then can we study, evaluate and consider the positive impacts on the environment, the economy, and on our own wellbeing. I hope that with the public’s experiences at home with new virtual technologies, people will also appreciate the potential value that innovative technology can have to empower communities.