The contribution of communication in times of crisis to brand image

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However, one of the major mistakes that can be made during a crisis is to make sales-oriented and targeted communication. Trying to direct the customer/target audience to sales, especially in a period when such a serious epidemic is experienced and leaving our home is not recommended, is antipathetic and has a high risk of weakening the bond between the brand and the consumer, as these are communication activities that do not give the perception that the brand is on the consumer's side and do not touch emotions. In a period when economic difficulties are already expected, budgets will be wasted.


In order to overcome this risk, brands should communicate to their target audiences why they exist as a brand and how they support them by supporting them in this difficult period. This support means "We closed the retail stores, but our online store is open." It shouldn't be like Country Email List this. Brands should really explain what their promises are in this difficult time as a brand, what they do for a common purpose, and how they stand by their customers on issues they cannot solve or need solutions to in this difficult period. Brands that explain that they apply this not only in the sales process but also in all channels; In other words, those who give the same message and experience to customers in the call center, when they bring the product to their home, during the after-sales support process of the product or service, and who manage to stay in touch with their customers with the same discourse and experience on every platform and medium, will emerge from this process as stronger and more trusted brands.






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