The way brands position their message during the COVID-19 crisis is more important than ever before.

There are plenty of ways for brands to find an opportunity during this crisis, nevertheless communication needs to be empathetic, authentic and human. In this uncertain times honesty and transparency are essential and you may even want to invite a dialogue with your customers.

Setting the wrong tone, even by accident, may be perceived as not being able to comprehend or undermine the scope of the crisis, which will be remembered by (potential) customers.

Show that you take action in supporting the community during this pandemic

When possible for the business to take specific actions during these challenging times will be received as extremely positive and makes them live up to their brand and core values in a very compassionate way.

Rocky Mountain Chocolate Factory, Canada

I’m extremely proud to mention this company that I recently started working together with. Rocky Mountain donated CA$500,000 worth of handcrafted chocolate across Canada to non-profit organizations, frontline health care workers, food banks, and community groups.

LVMH, France

With Europe being strongly affected by the virus the giant group LVMH became extremely engaged in the fight against COVID-19. They switched their factory productions from famous fragrances of Dior, Guerlain and Givenchy to make hand sanitizer gel for hospitals.

Louis Vuitton, as well as Dior manufacture non-medical masks in their workshops.
The jewellery brand Fred donates 20% of its online sales to the initiative “Visières de l’Espoir”, which uses 3D printing to produce face shields for hospital medical staff.

Nike, USA

Nike has also been extremely committed to give back during those hard times, not only by donating $1.6 million to eg. humanitarian organizations, medical care, food banks, but also by making use of their innovative know-how. In collaboration with the Oregon Health & Science University they developed Personal Protective Equipment (PPE) in the form of full-face shields with air-purifying respirator (PAPR) lenses to protect against the coronavirus.
The aspiration was to create a PPE in the most simple way (9-step process) and making use of available material, such as Nike’s collar paddings for footwear and cords for apparel.

Small businesses around the world

Apart from naming some of the most well-known brands it shouldn’t be unsaid here, that there are numerous small businesses- that might even struggle themselves- but are relentless in offering their know-how, skill, production facilities to provide masks, hand sanitizers etc. to support their communities! Those do a fantastic job and are an incredible inspiration!

Offer a gift of value to members & nonmembers

Offer discounts to show that you value and appreciate their business.
Be flexible with your customer and maybe even offer special rates. To name a few: in the fitness sector some offer free work out classes, mobile companies provide unlimited data for free or wave late fees, insurance companies reduct their rates for their contracts.

Shift the focus of your business

If the business allows, delivery might be the way to go. Finding creative ways to keep it running within a safe distance, while providing customers with what they might need/want.
Take Dunkin Donuts for example they more or less launched a specific loyalty program giving extra bonus points for pre-ordering or free delivery for getting your order right to your door steps.
Moreover, there has also been an exclamation of communities to “support your local businesses”, making people aware to buy locally helping especially smaller ones to prevent them from their struggles or having them to shut down completely.

Stay timely and updated

As we all are faced with an unprecedented situation, it is utterly important to keep up to date with recent developments. Adapt to safety & health measurements that need to be taken and keep your your customers informed about any changes. As customers are getting used to the current situation you also want to calm they fears and concerns. So, businesses need to show that they are managing and navigating through the crisis and are with them every step of the way. Be serious, on point and don’t create any false hopes.

According to the American Brewers Association total US beer sales were 1% down in 2018, nevertheless craft beer sales have shown an increase of 4% – claiming 13,2% of the beer market.

Despite the slight decrease in total sales it is inevitable to say that the beer industry is however a significant market defined by $114.2 billion sales, hence offering huge economic potential.

BASIC KEY INGREDIENTS

1. Developing a game plan for a tasty beer

I better leave this part to you – the brewmaster!!
Definitely offering my services as a taster.

2. Define & position your brewery

The most important question you have to ask yourself when defining your brewery’s brand position is ‘Why?’. Understanding what makes your brewery unique to identify the differentiation to your competition. What are your core values, who is your ideal customer and why should someone be interested in your brewery, let alone buy your beer? What emotions should your brewery provoke?
What is your brewery’s story/history, where is it located and what end game do you pursue regarding distribution.

Getting aware of all this might even be a helpful tool to discover your tagline, think about ‘Born in the rockies’ (Coors), ‘One Life, Right? Don’t’ blow it.’ (Kona Brewing), ‘Beer for punks’ (BrewDog) or ‘Dam Good Beer’ (10 Barrel Brewing).

3. Define your brewery through branding

Name
As with most brand names there are few aspects you should consider when deciding on a brewery name. Reflect on your brand history, niche and values to find a name that is relatable.It should be easy to remember. In addition, check that there aren’t any cultural misconceptions!
For brewery names, specifically, evaluate whether additional product lines can be integrated.
Last, but not least, make sure the name hasn’t already been claimed. To be 100% certain you can also contact a (trademark) lawyer.

Brand System
Of course, your logo (and tagline) will be an essential asset of your brand system and will find application in print assets, labels, packaging, merchandising etc. Apart from the main logo you might want to develop additional elements like icons and patterns. When creating those remember that typography and color have a huge impact on how your brand is being perceived in the very first seconds, eg. bold, vintage, modern etc.
It is also important to have your designer develop a brand guideline to define its usage.

Print Assets
You will need various print assets when for advertising, flyers, menu cards etc. Your designer should be able to create a cohesive look based on your brand system.

Label, Packaging Design
Make sure to use durable, waterproof labels
Keep in mind! Packaging/Labels need to have all required information and be approved e.g. by TTB (US) or according to EU’s provisions on food labelling.

Website
Investing in a website is essential to give your (prospective) customer the nitty-gritty information like products, location(s), opening hours, brewery tours, and in the long-run you might even expand and include events and a shop.
Be sure to develop a responsive website, which basically means that the layout adapts to different sizes of devices, like mobile and tablet and consider investing in SEO (so your website is ranked high on search engines).

While your website might be under construction, I suggest that you make use of an online presentation by teasing or giving most necessary information with a microsite. Meanwhile, it is also a good idea to think about your social media presence and include it in your marketing plan. Those platforms are more or less free tools to promote your beer/brewery. With frequent updates you can attract, inform, connect with new customers and/or visitors easily.

Environmental Design, Signage
With an environmental design you have the possibilities to turn your brand story into a brand experience. When customers visit your brewery you want to captivate them and live your brand values in a ‘3D space’. The way your brewery space will be designed, use of materials, atmosphere, music, signage etc. will give them a well rounded, cohesive experience.