COVID-19 Brand Framework

Strategies to help your brand navigate the challenges of Covid-19

Your customers will remember what you do today, when it’s needed most, long into the future.

Mark Lethbridge
CEO & Founder - Gravity Global

Gravity Global’s framework for brand communications through the Covid-19 crisis

Covid-19 is a crisis of a nature and scale that businesses and communicators have never had to face before and are having to quickly adapt to deliver a suitable response. Right now, we see brands communicating business as usual and simultaneously expressing the Covid-19 impact on their operations and customers, causing a dissonance in their communications.

Gravity has developed a communications response framework to enable companies to navigate the crisis, to pivot their communications, and plan what to say, when to say it, and how to say it.

Please share with anyone who would find this helpful.

This is the phase we're in now. Lack of any past experience is leading to some kneejerk responses and a search for guidance

  • Don’t go dark - data shows brands that maintain activity and profile in times of economic crisis recover quicker
  • Keep high profile brand presence to demonstrate resilience and leadership
  • Ensure all communications adopt a suitable, empathetic and non-commercial tone, and remain positive about the future
  • Make all communications valuable to the recipient – offering advice, sources of information, relevant offers or support
  • Consider channel usage – social, TV and radio increasingly consumed by audiences based at home, OOH should be dropped

Respond

This is the phase we're in now. Lack of any past experience is leading to some kneejerk responses and a search for guidance

  • Don’t go dark - data shows brands that maintain activity and profile in times of economic crisis recover quicker
  • Keep high profile brand presence to demonstrate resilience and leadership
  • Ensure all communications adopt a suitable, empathetic and non-commercial tone, and remain positive about the future
  • Make all communications valuable to the recipient – offering advice, sources of information, relevant offers or support
  • Consider channel usage – social, TV and radio increasingly consumed by audiences based at home, OOH should be dropped