Council Post: Four Tips For Protecting Your Brand Reputation In 2020

By Nikki Carlson, co-founder/co-president of ChicExecs Retail and Strategy Firm. She has over 21 years experience in PR/marketing.

It seems like the world has been turned inside out since March. Many of us are going through a difficult time — we’re worried about our health and livelihoods during the pandemic. 

The rules for everyday life have changed significantly, and that means your business’s PR may have to change, too. Businesses that fail to acknowledge our new reality could garner bad press and lose customers in the blink of an eye. Now’s the time to adjust how you communicate both internally and externally.

Successful businesses are proactive and positive during hard times, but the path to success isn’t always clear. Use these four tips to create an approachable, helpful brand in 2020 and beyond. 

1. Be Transparent

Customers are more sensitive to your business’s behavior right now. Your reputation is no longer just about what you say; it’s also about what you don’t say. 

Silence can hurt your reputation during a crisis. You need to be vocal, proactive and fast to survive. Be transparent about how your brand is handling the situation.

Overcommunicate to stay on top of your brand reputation. That might mean: 

• Adding a banner to your website with timely policies or updates. 

• Verifying your online information in places like Yelp or Google and updating the listings with new images or new store hours.

• Using chatbots on your website and social media. This gives customers quick answers without overwhelming your team. 

2. Give Back

Not every business is able to give back right now, and that’s OK. But consider how your brand could give back, whether it’s a monetary donation, free services or something else entirely. This can sting, especially if you’re hurting financially, but your customers will remember how you responded to the crisis. 

Depending on your situation, this could mean: 

• Offering supportive content, like blog posts or freebies, to your customers. 

• Giving steep discounts to loyal customers. 

• Extending your free trial period for several months, or even all of 2020. 

• Adding creative incentives, like mailing customers a roll of toilet paper or sanitizing wipes with every order. 

If you’re able to give back in a bigger way, go for it. For example, DoorDash has partnered with United Way Worldwide to deliver free meals to those in need, and Freshly and Nestlé have teamed up to donate money to Meals on Wheels America. This is not only the right thing to do, but it’s also an excellent way to build goodwill during a difficult time. 

3. Serve Your Customers

Customer service is the name of the game in 2020 and beyond. Aside from being communicative and transparent, though, your customer service policies also need some flexibility. 

Now really isn’t the time to be a stickler about return policies or cancellations. Make compassion a part of your brand in 2020. 

Restrictive policies of any kind just won’t go over well right now. Offer no-questions-asked refunds to customers who need them. Lighten or eliminate late fees and cancellation fees. 

Aside from easing restrictions, remind customers that you’re in this together. Be transparent and explain the reasons behind shortages or shipping delays. Acknowledge what you know and what you don’t know. Humanity and authenticity are key to protecting your brand during the uncertainty of 2020. 

4. Meet People Where They Are

In the past, your PR probably relied on live events or in-person gatherings. Today, however, your brand needs to connect with customers where they are: at home. 

The trick in 2020 is to become a personable, trusted brand that delivers incredible value to your followers. Maybe that means sharing home fitness exercises or at-home beauty tips. 

Acknowledge your audience’s reality while delivering more value. Whether that means hosting cooking classes via Facebook Live or throwing a virtual benefit concert, pivot your PR to reach people where they are. 

The Bottom Line

You probably aren’t running the campaigns you planned for 2020. Most businesses are scrambling to adjust to our new reality. Use these four tips to build a personal, approachable brand that consumers trust in 2020. At the end of the day, run a business you can be proud of. Serve your customers during these uncertain times while building a great reputation.

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