As you know, life looks a whole lot different right now than it did a few months ago. All at once, things we’d always taken for granted may have experienced a total shift – from spending time with loved ones, to dining at restaurants to working in a regular office.

When it comes to personal branding during current circumstances, there are many things to consider. It’s important to acknowledge the times so your messaging isn’t tone-deaf – but at the same time, you want to make sure you’re not focusing too much on the negative. Let these dos and don’ts guide your personal branding efforts during this time.

Do: Be authentic

We’re all being affected by this in some way. Be real and transparent about your efforts and your struggles during this difficult time.

Don’t: Pretend everything is normal

It’s just not “business as usual.” Acknowledge the current situation and seek to share content that’s relevant and sensitive.

Do: Try to make people’s lives better in current conditions

With these new circumstances comes a whole new set of needs. Ask yourself: what skills or resources do I have that could help meet people’s needs right now? For example, if you’re an excellent seamstress, consider making face masks instead of clothing. If you’re a content creator, post productivity tips, recipes, or crafts that your followers can do at home.

Don’t: Exploit the crisis

While there’s certainly nothing wrong with meeting current needs brought on by the crisis, you never want to come across as though you’re trying to profit off of other people’s suffering or discomfort. Be sensitive and be kind.

Do: Stay Positive

There’s enough gloom, fear, and heaviness in the world already. Stay hopeful and optimistic about your brand’s future – and do your best to share that light with others.

Don’t: Get complacent

While it’s perfectly okay to dial things back a bit during these trying times, make sure you don’t check out entirely. This can be tough, I know. Especially with an entire new set of responsibilities being thrust upon many of us. If you have downtime, try and use it to your advantage, whether by refreshing your personal brand, creating more content, or learning new skills. It’s important to maintain consistency as much as possible so that when things get up and running again, you’ll be on top of it.

During times like these, people are longing for more human connection. Be transparent, positive, and thoughtful as you navigate how to best manage your personal brand under current conditions.

And of course, if you think I can be a help to you in any way, please let me know. I’ve been feeling a deep need to help and work with people again. I hope this list of personal branding dos and don’ts helped spark some idea or inspiration for you and your business.

And above all else, please take care of yourselves.

This is my second blog post with small businesses during COVID-19. Click here to read “3 Reasons Your Personal Brand Matters NOW More Than Ever!”


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