As you’re reading this, millions of people are examining what brands they’ll continue to bring into their homes and lives. And they’re reassessing whether they trust those brands. Even customers with secure jobs and disposable income are scared, angry and uncertain about the future.

It’s a great time to take a step back, evaluate how much your company (and your customer) have already changed, and what you want your company and brand to represent as we all move slowly and painfully toward what the “next reality” will look like.

Your brand is the expectations your customers carry, based on the promises you’ve made and they’ve come to expect. So, what are they expecting? Are there promises you can no longer keep? And do your customer-facing employees still honor who you are and reassure customers that they can continue coming to you?

Consider taking these steps …

  • Think about how your delivery methods during the pandemic are aligned with how your customers are accustomed to interacting with your brand.
  • With customers increasingly shopping online, test and measure how their experiences compare with the in-person experience they’re used to.
  • If your customer service people will continue to work from home, make sure they have the tools and support they need to support your brand as expected.
  • Be sure that contractors you’ve outsourced to understand and align with your brand.

By asking those questions and taking those steps, your organization will have a better understanding of your strengths and weaknesses – and you’ll be poised to act on them effectively. And that can give you solid footing to accelerate your success when the economy recovers.