As our current crisis carries on, there is a lot of “noise” on social media and you have to filter extra hard what is accurate information from inaccurate information. Inaccurate postings prey on people’s fears and are often negative information.
You may not realize that if you are spreading negativity during a time crisis, that will reflect poorly on your brand. When it comes to personal branding during a crisis, there are a lot of things to consider.
It’s important to acknowledge the current situation so your messaging isn’t tone-deaf – but at the same time, you want to make sure you’re not focusing too much on the negative. Let these dos and don’ts guide your personal branding efforts during this time.
The Dos…
Be authentic: We’re all in this together. Be real and transparent about your efforts and your struggles during this difficult time.
Try to make people’s lives better in current conditions: With these new circumstances comes a whole new set of needs. Ask yourself: what skills or resources do I have that could help meet people’s needs right now? For example, if you’re an excellent seamstress, consider making face masks instead of clothing. If you’re a content creator, post productivity tips, recipes, or crafts that your followers can do at home.
Stay positive: There’s enough gloom, fear, and heaviness in the world already. Stay hopeful and optimistic about your brand’s future – and do your best to share that light with others.
The Don’ts…
Pretend everything’s normal: It’s not “business as usual.” Acknowledge the current situation and seek to share content that’s relevant and sensitive.
Exploit the crisis: While there’s certainly nothing wrong with meeting current needs brought on by the crisis, you never want to come across as though you’re trying to profit off of other people’s suffering or discomfort. Be sensitive and be kind.
Get complacent: While it’s perfectly okay to dial things back a bit during these trying times, make sure you don’t check out entirely. Try to use this downtime to your advantage, whether by refreshing your personal brand, creating more content, or even learning new skills. It’s important to maintain consistency as much as possible so that when things get up and running again, you’ll be on top of it.
During times like these, people are longing for more human connection. Be transparent, positive, and thoughtful as you navigate how to best manage your personal brand under current conditions.
Use this time to polish your online presence, create valuable, relevant content, and reach new clients whose lives you can improve. There’s never been a better time to invest time and energy into taking your brand to the next level.
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