Keeping Your Brand Positive

 

These days, it’s hard to escape talk of COVID-19. It’s infiltrated the news, social media, advertising, and worst of all, our daily thoughts and concerns. As a brand, it’s important to be sensitive to the current state of affairs while also giving your customers a positive escape. As you might imagine, it’s a difficult balancing act.

To ensure your brand is sending the right messages to its audience, now is the time to reevaluate your content strategy and refocus on the positives.

Reevaluate your customers’ content needs

The first step in refocusing your brand’s content is taking a deeper look at what kinds of content your customers are looking for. You may have had a firm grasp on this before, but the pandemic has changed many people’s outlooks and reactions to consumer-facing brands.

Conduct social listening, surveys, and data analysis to discover your customers’ attitudes toward particular messages. What do customers expect from you? What do they want more of? Are they tired or overwhelmed with certain content types or topics? What are they interested in right now, and what are the sentiments surrounding those topics?

Really listen to your audience during this time and use their feedback to reshape your content strategy.

Provide positive, non-crisis content

One thing all brands can do more of at this time is share more positive, uplifting content that has nothing to do with COVID-19. Sharing funny memes or heartfelt stories can give consumers a break from the overwhelming amount of news and social media coverage of the pandemic. Keep your brand’s voice positive, inspirational, and uplifting, but stray away from wit or sass that might be inappropriate for the current situation.

You may not want to avoid the topic of COVID-19 entirely if it’s relevant to your brand, but you shouldn’t feed into the crisis mentality, either. If you do talk about the pandemic, share messages about helping others and how your brand is there to help. Try to keep things light while ensuring they’re relevant to your brand’s goals and voice.

Market sensitively

The key to navigating marketing during the pandemic is to stay sensitive. Now isn’t the time for major sales pushes that capitalize on the crisis. However, this doesn’t mean you can’t still promote your brand.

Find ways to position your business in a sensitive and helpful way. If you’re a small, local brand, share messages that encourage the support of local businesses—not only yours, but also others in the community.

Pay close attention to the words your ads, social posts, and other marketing campaigns use. Avoid creating a sense of urgency—nothing is more important than COVID-19 right now. Instead, reframe your product or service messages to show the value they can offer customers, especially during this time.

Expand your content horizons

Every brand’s content strategy has been disrupted in some way. Now might be a great time to try new content types you might not normally do.

While you want to keep topics relevant to your industry and your customer’s needs and expectations, try to shake things up a little bit. Test new content ideas and see how customers respond to them. Can you provide additional value through a new, relevant content angle?

Additionally, try testing new content formats and gauge audience response. Perhaps your customers would be interested in reading more blog posts or watching informative YouTube videos about your brand and products. There are tons of ways you can expand your content strategy to provide more positive and valuable content while simultaneously strengthening your platform.

Show your positive impact

Now more than ever, customers want to know that the brands they love are giving back and doing good in the world. It’s somewhat expected that a brand’s profits take a backseat in favor of charitable acts and support.

Your brand can feed into this by showcasing the positive things you’re doing in your community and encouraging others to do the same. Don’t present it in a way that’s “showing off” or grandstanding. Instead, lead by example and make it a movement your audience can rally behind.

Share acts of community service by members of your team, whether they’ve volunteered time at a food bank or homeless shelter, or sewed masks for hospital staff. If your business donated food or money to a charity, share that. You could even host a fundraiser with your followers to show that you’re interested in doing good while making the biggest possible impact.

Positive branding can result in brand loyalty and trust

Consumers are paying closer attention to marketing efforts than they normally do. Staying positive humanizes your brand and lets customers know you care about them, not just the bottom line. By sending the right messages, you can strengthen the trust your customers have in your brand and position your business as one of immense value.

Maintaining Employee Morale While Working Remotely

If you were fortunate enough to maintain your business operations the past few months while allowing staff to work from home, you know that transitioning an entire workforce from the office to remote work presents more than a few challenges. One of the biggest challenges business owners and managers face right now is how to maintain employee morale while everyone is separated.

Employees are scared, uncertain, and likely pulled in a lot of different directions while they try to balance work, children, and life at home. On top of all that, they’re disconnected from their colleagues. Giving your staff a morale boost to help them maintain their drive is absolutely essential to the success of your business and the health and happiness of your team. Use these tips to keep morale high and maintain a strong company culture while working remotely.

Maintain clear, consistent communication

One of the most important things you can do during this time is communicate with your employees as often as possible. Many things are up in the air, and employees fear cut hours, layoffs, reduced benefits, and more.

Be honest and transparent with your staff about how the pandemic is affecting your business and how that might affect them. Make it clear to them you have a plan of action to combat the effects of an economic downtown. You might even want to ask for their suggestions and encourage them to contribute ideas for the business’s continued success.

Ask your team questions, either one on one or within a team discussion. Request their feedback and, more importantly, ask how they’re doing on a personal level.

Overall, try to reduce uncertainty as much as you can. The more open you can be, the more your staff will trust you and understand you’re there to take care of them.

Use creativity to prevent burnout and bolster engagement

Working from home all day, every day is enough to cause burnout for many staff members. Add to this the stress of homeschooling children, worrying about finances, and managing uncertainty, and employees are likely to check out of work quickly. To combat this, you’ll want to flex your creative muscles to come up with unique ways to keep employees engaged.

It’s important to stay connected with meetings and conference calls, but too many meetings can reduce productivity and make people less engaged. Rather than host the same dreaded bi-weekly virtual call, spice things up! Host a weekly virtual happy hour or trivia challenge that gives your workers a break from the monotony. Get everyone involved in remote team-building games or exercises to help them connect interpersonally. If someone is celebrating something, host a virtual get-together to acknowledge it!

When you do need to focus on business matters in team meetings, make sure to keep things light and avoid falling into a bland meeting routine. Let your employees chat at the top of the meeting to socialize a little before kicking things off. Try to minimize the amount of time your staff have to dedicate to meetings each day to avoid burnout.

Additionally, give your team the freedom to work without being micromanaged or under significant pressure. Your business still needs to operate but giving employees a little extra space, and grace can go a long way in helping them adjust to remote work and discover their own methods of staying productive. Encourage your team to take real breaks and give them a space for “water cooler” conversation in a dedicated Slack channel. Giving them room to breathe will show that you trust them to get the job done.

Recognize individual efforts and successes

When you’re in the office, you’re able to quickly pop by an employee’s desk to congratulate them on a job well done. But when everyone is working remotely, it’s easy to let acknowledgments fall through the cracks.

A simple compliment can make a huge difference in employee morale. Pay close attention to individual contributions by members of your team, then make sure they know that you notice their hard work. A simple Slack message or email thanking them for completing a challenging project or stepping up as a team leader lets them know they’re doing valuable work. You might even want to call out stellar performance on a team conference call or email chain to encourage other staff members to follow suit.

Beyond personal praise, you could acknowledge your employees’ efforts through incentives, prizes, or giveaways—even something small like a virtual gift card for coffee would do. When something special is on the line, your staff will be motivated to work extra hard and can have a bit of fun and build comradery through playful competition.

High morale will keep your team strong

The importance of positive employee morale cannot be understated, especially when your team is separated and working remotely. In order to keep your business on track and push through the uncertainty of the situation right now, you must prioritize your employees’ wellbeing. In doing so, you’re sure to see great results and come out the other side with a team that’s stronger than ever before.