Companies all-over the world are going through tough times. Every company had to adapt new practices to keep their businesses running. This has led to brands being more conscious about various stakeholders that are involved with them. After discussing the challenges and opportunities of marketing during the covid time in one of my previous blogs, let’s discuss how brands can behave and communicate during and post the crisis.


These difficult times have given rise to consumer activism which seeks to change some aspect of the way in which goods or services are produced in order to make the production process safer, more ethical, more environmentally friendly, and to make the products safer and of better quality. Brands know that they have to extend value proposition to every stake holder. For instance, Asian Paints decided to raise staff salaries to boost up their morale. OYO helping the frontline workers to stay in its room free of cost and many more. This can be achieved with full throttle when companies will deal with complex phenomenon and make ESG investments keeping in mind the goal and objectives for the same in future and more importantly communicating the same in an efficient manner.



It can work on three base principles i.e. Agility, Honesty and Empathy. Customers expect brands to be agile in making communications. It’s better to be timely rather than being perfect. Companies have to be as transparent as possible. When the restaurant and cloud kitchen industry were badly hit in these times, aggregators like Swiggy, Zomato came up with thermal screening of the kitchen staff and showing how hygiene is being maintained so that people can be assured. Next, companies can focus to establish dialogue not monologue which would be a two-way communication for stakeholders to ask their needs, doubts, expectations so that an adequate response is obtained. They can take a note of what is being spoken about them in various mediums. Since a brand is an asset, the reputation is at a higher risk. Responding properly in the crisis can enhance their image in the public. Internal communications have become very critical now. Employees also expect internal channels to be opened up where they can talk to the top management to express their fears, concerns and anxiety and knowing what actions are being taken so that they are least impacted. 




Brands can leverage certain action plans. They can build up a crisis team that can look on the communication strategy and what unique message can be delivered out. Since spokespersons are the face of companies, they need to be identified and trained so that the message can flow in proper channel. There are 3 means of persuasion i.e. Ethos, Logos, Pathos invented by Aristotle which can be used in advertising techniques. Ethos calls upon the ethics, or what we'd call the values. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts. Each category can invoke a different appeal between speaker and audience. 



Companies with conscience will excel in the near future. Their ability to understand and measure value, having a balanced view of stakeholders will help them achieve the long term objectives. As Paul Polman , ex CEO of Unilever quotes “As companies respond to corona virus, false virtuousness will be easy to spot”, the ultimate communication has to come from business leaders  who will back moral statements and implementing it practically will them stand out.