Air Date

June 17, 2020


Jeanette Mulvey
Vice President and Editor-in-Chief, CO—


While the coronavirus pandemic and the resulting shutdowns have affected businesses of all sizes across the globe, small businesses have certainly been hit the hardest. Even for the stores that have been able to reopen, many have had to adapt their offerings to meet their audience’s changing needs.

With these pivots, it is more important than ever for small businesses to keep their customers up-to-date while also staying true to their brand. Maintaining brand awareness while pivoting your offerings is key to retaining existing customers and attracting new ones.

Even as Businesses’ Offerings Change, They Must Deliver on Their Brand at Every Touchpoint

Dr. Tayala Wallers, founder of Waller & Company, noted the importance of continuing to deliver on your brand’s promises amid the coronavirus pandemic.

“If the business is what you do, the brand is what people think you do,” explained Wallers. “They’re both equally as important to your consumers.”

Although many small businesses are operating at a limited capacity or with modified products and services, they can still communicate their brand to their customers — something that’s more important than ever in uncertain times.

“I think a lot of businesses think that while [they’re] not operating or while [they’re] not in full operations, that [they] cannot continue to do the same thing,” Wallers said. “But customers are still depending on you to deliver on that promise, and you can do so because the brand exists in your consumer’s mind.”

Wallers noted that during the pandemic, everything a small business does within their operations becomes a marketing opportunity: added safety precautions, modified offerings, and even new products and services. This not only builds customers’ trust and confidence in your brand to continue to serve them in a safe manner but also boosts your brand visibility and consistency.

She also emphasized the importance of frequency and consistency in communication: “It’s not just the first time you communicate your brand promise, or the second time, or the third time,” she stressed. “It takes multiple touchpoints and impressions made on your customer to show them that you are that brand.”

“Make sure that the message is clear at every single touchpoint, meaning that it’s printed out … from the signs that you’ve placed on your door, from the things that you’re communicating on your website, even if it’s on your menu,” she continued. “Think about every touchpoint of communication and [make] sure that the message of your brand is saturated and consistent.”

From the Series

CO— Blueprint