Brand stories during Covid-19, in human-interest style

There is mention of pandemic struggles and survival stories in literature, contemporary movies and TV shows.  Take for example the post-apocalyptic sitcom -‘The Last Man on Earth,’ which revolves around a deadly virus similar to what we are faced with today.  As the story unfolds, the survival strategies adopted by the characters to cope up with the pandemic convince us that, even in the most challenging circumstances, we can still carry on when individuals step up to take care of each other. Those stories needs to be told for the simple reason that they inspire many others to play their part and storm the turbulence, together.

On a different note, the current context triggered by the Covid -19 compels brands to give careful consideration into crafting their communications to best suit the target groups that are focal to their business continuity and offer them hope to rise above the crisis.

From a communications point of view, looking at the human-interest stories that are seamlessly woven into the organizational response to Covid-19 is important. These stories will not lose its value even post Covid, for when the time for rebuilding comes, branding that is psychological would be impactful, particularly on digital.  This is why creating uplifting human-interest stories matter.

Besides, social distancing has made us want to hear about positive stories everywhere including in digital space. 

Inspiring, emotional and therapeutic stories we desire them to be!

Employee-oriented storytelling

At present, the companies are faced with the challenge of managing their staff amidst revenue drops. Similarly, the employees are engulfed in dismay, fear and uncertainly resulting from the possible pay cuts and lay-offs. Managing the challenging circumstances such as these through cohesive communications require more than just sending out a memo or an internal email to clear the uncertainties. Hence, little human interest pieces that match the  brand values disseminated through internal connectivity platforms (such as Yammer, Workplace) are an ideal approach to bringing stability within organizations during a crisis as this where everyone is trying to adapt to the ‘new normal’  while doing business as usual.

Let us look at the crisis response of Yum! Brands, Inc., which is the holding company of world’s most loved restaurant brands such as KFC, Pizza Hut, Taco Bell etc in relation to employee health, safety and wellbeing during Covid-19. From helping the franchise business owners hard hit by the pandemic to assisting the staff who have contracted the virus or those giving care for infected patients, Yum! Brands put in place effective measures to enable their staff cope up with the crisis.  Using the subtle art of feature writing, this crisis response approach of Yum! can be communicated in a way that would captivate their target audience.

Stakeholder-oriented storytelling

From the consumer who loves your brand to the client who depends on your service- those outside of your organization (those vital to your business) are inconvenienced due to the pandemic. In the past few weeks of the lockdown we witnessed how businesses adapted novel ways to serve its customers/clients. From spreading Covid-19 related awareness to diverting from the usual line of operations, businesses sprang into action through value addition, to rise to the need of the hour. In doing so may took to the frontlines risking their lives to help the individuals survive the lock down.

Getting back to the case study of Yum!;  in a press release, the company states that in the US, the Taco Bell deployed a Taco Truck to “feed the  front-line healthcare workers and other essential personnel” and to donate to “local food banks.”  

If we are to get brand visibility on social platforms using this communication, turning this into a human-interest feature would be an effective strategy. A narrative as told by those in the travelling truck sharing the Taco love during the crisis, would have the power to personify the brand.  Such a story shared on platforms such as Instagram, FB and YouTube would be remembered and retold by the Taco fans …in a way that forges a lasting ‘emotional bond’ with the brand.  

CSR-oriented storytelling

Hot on the heals of the crisis, social media was inundated with stories of numerous corporate philanthropic efforts. If companies would be compelled to slash their CSR budgets post Covid-19, capturing these colourful snippets on their social value generation efforts during the crisis would be a simple way to keep the CSR-originated communications still fastened on to the brand calendar.

While this is a simple perspective on turning Covid-19 related brand communications into human-interest stories, BIZSCRIBE could support you unearth and craft that compelling piece of content exclusive to your brand. Connect with us via infobizscribe@gmail.com or through our FB page.