Brand Reputation | Leadership Opportunities
What’s the best thing you can do for your business right now?
We’ve been hosting conversations with our group of a couple dozen CEOs, from entrepreneur to enterprise, each week to continue our discussion about how we can show up as leaders during this time. Through these conversations, the group has come up with the conclusion that, if your business is still operational and running, the best business thing you can do right now is simply, work on your brand’s reputation.
Based on dozens of conversations in the past few days, there has never been a better time to let the world know who you are and how you are showing up to help your clients - rather than extract sales or money.
Current messaging seemingly falls into four categories right now, from most destructive to your brand to most helpful.
Example 1: It’s about me.
A world-famous furniture brand sending customers 1-2 texts a day promoting sales on patio furniture. They are doing nothing but telling people on their lists that the relationship between brand and customer is about us giving them money. They will be remembered for their inward focus for a decade.
Example 2: I’m supposed to say something but I’m totally confused.
This is the most common thing we have seen in the last couple of weeks. People who are trying to say something but have nothing to say. You know, the newsletter that starts off with “In these unprecedented times...” we are all bewildered that companies choose to send. They give us, the recipient, no information that is helpful other than 1) reminding us you exist and 2) your company leaders are in their position mostly due to the Peter-Principal. There is nothing wrong with this approach, but you will be neither remembered or forgotten.
Example 3: I don’t know what to say
These companies aren’t sure what to say right now. They opt to either say nothing and remain quiet on their marketing channels or share memes, Tiger King jokes, or other content with the goal of lifting the spirits of their customers. This approach means you’ll stay in the mind of your customers, but you will sacrifice relevance.
Example 4: Leaders telling their clients how they are being helpful
There is a small subset of companies that are truly leading. They are being bold in their actions, they are not talking about trying to survive they are trying to help. Companies that are offering new products tailored to new problems. New fee structures that represent partnership and life-time-value over cash. And above all, those who are admitting what they can control and help with and what they can not, and how that might have changed completely since 3/15/2020.
The most important part of being a leader is taking action. And it is our belief that now is the greatest time in multiple generations for leaders and brands to take bold action. If you show up as an authentic, helpful partner at this time people will remember that for a very long time. If you are bottom-line based, think of it this way: your quarterly profits are hosed anyway, why not work on making the world a better place and gain all the PR you could ever buy in the process?