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How Strong Brands Endure the Unexpected

By Shannon Specht

The Martin Group


The COVID-19 pandemic has tested the strength of all businesses. Small businesses, in particular, face unprecedented challenges. Companies and organizations need to adapt and prepare now for the future by establishing or enhancing their brand so they can survive and even thrive.


As New York State begins to reopen, business owners and leaders can take the opportunity to reflect and discover where their strengths and weaknesses lie, and tap into previously overlooked potential. Branding and the power of creative, well-executed strategic communications can often be overlooked, yet can also have a dramatic impact on organizational success and provide solid direction during any crisis.




During tumultuous economic times, creating a brand strategy or building upon an existing one is more critical than ever.


To start, consider three questions:


  • Who are we?
  • What are we?
  • How are we?


Establishing these simple answers can help your business stay the course during a difficult period or crisis. Strong brands also look ahead through a variety of lenses, including consumer data to inform decisions, considering the customer experience and embracing digital platforms.


Strategic Communications


For all messaging, from internal, to traditional media, to social media, look to your brand to direct all marketing and public relations efforts. Your messaging should meet the moment, but also strongly position your brand. Here are some additional questions to consider:


  • How can you prepare now for the next issue or crisis? What crisis communication strategies and templates can you put in place in the short term in order to be prepared for the future?
  • How can you offer expertise to the media or customers during this pandemic? Think about how your business can provide a unique perspective as the state reopens.
  • How can you enhance your social media and digital efforts to connect with customers while they continue to stay home?


Several local examples can be found of companies and organizations maintaining the essence of their brand while also engaging employees, media, and customers during a difficult time for outreach.


Opportunity to Learn More


The Martin Group, a statewide integrated marketing communications firm, has teamed up with the Times Union to host a webinar – “How Strong Brands Endure the Unexpected” – on Thursday, May 21 at 9 a.m.


Branding and public relations experts from The Martin Group will share examples of how businesses have been able to adapt messaging, pivot offerings, and stay relevant while remaining focused on their brand.


Few were prepared for a crisis of this magnitude and many wonder how they can steel their business for a post-COVID world. Log into our free webinar Thursday to learn how you can begin to establish or reinvigorate your brand – which will guide your messaging and direction from here on out.


The Martin Group creates and executes branding, marketing, public relations, and creative solutions to a roster of regional and national clients in various industries – including healthcare, education, finance, food and beverage, sports and nonprofit. No matter where your business falls, every organization can find value in strategic, brand-focused communications.


We hope you’ll join us tomorrow to discover how you can execute practical solutions to guide your communication strategy through this crisis and beyond.



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