As I'm sure is the case for many of you, the carefully plotted courses we were planning for our brands changed overnight. ~ The last few weeks have passed in a blur, but as we chart new directions, we are starting to review the results of our work. With that in mind, we have pulled together some topline strategic waypoints will help you navigate this unfamiliar territory. ~ We've kept this intentionally broad and universal in the hope that everyone can derive value from it. Get in touch to discuss how we can provide specific strategic support for your brand.

1. 1CANOE
Navigating comms in a new landscape.
Notes and advice for extraordinary times.

2. 2CANOE
“WE WORK WITH BRANDS
TO AMPLIFY THEIR CAUSE
AND EFFECT ADAPT TO CHANGE”

3. 3CANOE
The following strategic waypoints will help you navigate this unfamiliar
territory.
~
We’ve kept this intentionally broad and universal in the hope that all of
our clients can derive value from it. Get in touch to discuss how we can
provide specific strategic support for your brand.
Understand
Adapt
Connect
Rebound
~
C A N O E
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4. 4CANOE
Take a fresh look at your consumer

5. 5CANOE
Whether they like it or not, they are being forced to act differently. On an
emotional level, their needs will have changed. Developing a new view of
your consumer needs to be a priority.
This is the time to listen - Social media usage is at an all-time high. Take
everything from it that you can; your consumer is painting a picture for
you out there.
Establish relevancy - Ask yourself what your audience needs from you
today and let that dictate your content funnel. If you can’t, then it’s one
for the cutting room floor for now.
Understand
Take a fresh look at
your consumer
~
C A N O E
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6. 6CANOE
The scale of the challenge presented by COVID-19 cannot be
underestimated. We could easily consume ourselves with concern over the
elements that are outside of our control, idly waiting for our eventual fate
to present itself to us. We elect to take a more proactive approach; seizing
the reigns of the elements we can control to ensure they are a positive force
in this time.
Amidst the negativity and turbulence, there are two positive avenues to
direct your energies:
First; focus your efforts on the constructive steps you can take to ensure
you are supporting your brand and your communities when they need it
most.
Second; using the time now so that you are primed for success the moment
we can turn the page on this chapter.
Here and Now
The first steps
~
C A N O E
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Re-evaluate the role of brand comms

7. 7CANOE
Re-evaluate the role of brand communications. There’s a growing list of
businesses that have been shamed for overt profiteering during a pandemic.
Before you focus on being a positive force, you need to ensure you don’t
draw any negative attention at this time.
This is not the time for overt opportunism. Strip back promotional activity
that could jar.
This is a time to listen. The real-time data available to you has never been
more valuable to ensure your efforts are well received. Escalate instructive
feedback.
Adapt
The new narrative
~
C A N O E
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8. 8CANOE
This is where you can really play a role that contributes to your consumers’
daily experience.
• Be clear on what your role is and where the parameters lie.
• Be calm; people are isolated and nervous. Be a measured voice
of calm assurance.
• Be reachable: it’s time to dial up consumer interaction.
• Be relatable: everyone is facing some form of operational struggle.
If your ability to serve your consumer is hindered then explain it in
open terms, so there is no doubt that the fault does not lie with you.
Demonstrate commitment and proactivity rather than offering
apologies.
Adapt
The new narrative
~
C A N O E
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9. 9CANOE
Retain a sense of normality in your relationship
with your consumer, and they will want that too.

10. 10CANOE
It’s essential to retain some sense of normality in your relationship with your
consumer, and they will want that too. That said, the world has been flipped,
so what are the new rules in play?
Offer some distraction. There’s no shortage of bad news out there and plenty of
people peddling it. It’s worth reminding yourself why your audience come to
you in the first place and double down on this content.
Be generous, open up the archives. People come to you for what you do best.
While it may be a stretch to originate fresh content right now, consider what
gems you can unlock for a new audience.
Reverse the projection. Brands often feel the need to project outward, but it’s
okay to ask your audience. Calls for user-generated content is the most widely
adopted iteration of this. However, there are other ways to connect, some of
which can be steered to test the brand temperature and gauge valuable market
insights.
Humour. If your consumer has come to expect a humorous tone, then they will
likely welcome it in times like these. It goes without saying that if you’ve never
cracked a joke before then now is not the time to foray into comedy.
Connect
Engage with purpose
~
C A N O E
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11. 11CANOE
Be Helpful; there are many ways to be helpful in the current environment.
However, the opportunity to forge deeper ties with your community is not
without its risks; here’s a guide rail to avoid some painful missteps along
the way.
Stay in your lane; you’re really good at what you do so focus on that.
Tag in experts when you want to help distribute critical information.
Point people in the right direction; with stakes this high, you should leave
the expert advice to the experts. By all means, point your community in the
right direction rather than assuming a voice of authority. Make sure you are
sending them in the direction of an official source.
Take action (or support those that are); you might be able to do something
that can support the front line physically. People will remember what you
do far more than what you say, so if you are committed to supporting then
think about your unique capabilities that can truly make a difference.
It’s ok if you’re unable to make a direct impact, you can make a huge
statement by lending your support to those that can.
Connect
Engage with purpose
~
C A N O E
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In times of uncertainty, the plan for the future
is as important as the reaction to the present.

12. 12CANOE
Times are tough for conversion, but your customers aren’t lost, they’re just
not consuming.
The escalation of this crisis may have blindsided us, but there is no reason
to miss the inevitable rebound.
The other side of this landscape is one of immediate opportunity
and the brands that are prepared will be the ones to prosper.
Ask how your consumer will bounce back from this, how will they
celebrate their new appreciation of life post-confinement? Consider
how you can play a meaningful part in this process of recovery.
In times of uncertainty, the plan for the future is as important as the
reaction to the present.
Rather than dwell on relatively low commercial activity, reassign these
periods as a time for creative ideation that will bolster future results.
Rebound
Change moves quickly
~
C A N O E
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13. 13CANOE
Thanks
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Get in touch to discuss how we
can provide specific strategic
support for your brand.
C A N O E
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