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  • Writer's pictureLouise Ahuja

Corona comms AKA how brands can grow in a crisis


The latest statistics highlight that for all of us the uncertainty around the current lock down and coronavirus is starting to bite. More people want good news and certainly to hear less about the pandemic. We are craving normality and ironically embracing technologies we’d never have previously considered to provide it.

Opinium’s latest report, ‘Brands it’s time to find your voice’, highlights that companies, even if they are being forced to close, still need to find a way to communicate with their audiences to survive this current crisis.

Not only do you need to keep talking to your customers but understand what they want to hear and when.

What does this mean for brands?

We are unlikely to see a return to our old way of life and socialising anytime soon, so brands need to put strategies in place to keep engaging with its customers. Whether you’re a small local business or a big corporation, finding a new way to keep connected will ensure you have a business to go back to.

Many companies are adapting well, but the research suggests this hasn’t been the case for all sectors and in particular the results show that financial services companies need to do more to convince customers that they understand the issues their customers are facing and finding solutions for them. There have been many comparisons of the current situation and that of the Second World War only it feels like the financial companies aren’t all in it together with the rest of us.

What are people looking for from your brand?

The clear message from the report is to keep communicating but understand the ‘what and the how ‘ which will work best for your company.

The top level results of the report show that your communications should be

  • Informative (69% of the population)

  • Serious (say 56% of the population)

  • Educational (54% of us)

  • And inspiring (49%)

To accomplish all of the above is no easy ask for any company and the extent to which these results differ by sector is wide. But now is not the time to be silent. It is the time to show you understand your customers and how your company can help them.

Get in touch for a free consultation on how we can help your company communicate with your customers at this time.

The full Opinium report is available here:

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