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Brands that Connect: How to Earn Attention in Times of Crisis

refine+focus
Brands that Connect: How to Earn Attention in Times of Crisis
By refine+focus • Issue #18 • View online
As everyone adjusts to a new normal, some brands are excelling at capturing customers’ attention through their thoughtful and responsive marketing strategies. The source of this success is the deep relationships that the brands are forging with their customers.
refine+focus has compiled best practices for branding that foster these connections, plus examples of brands doing it right.

MUST SEE
Remain authentic by returning to your purpose. Mattel is rolling out new #ThankYouHeroes Fisher-Price special edition action figures as part of their mission to provide children with toys that they’ll love, reflect inclusive heroism, and salute the heroes of COVID.
Click to learn more, via USA Today and Mattel
Click to learn more, via USA Today and Mattel
Highlight how your brand can help. A moving company, college hunks, is responding to the rise of domestic violence by offering free moving services to victims of domestic violence.
Thank your customers for their business. This restaurant is writing handwritten, heartfelt thank you notes to their takeout customers.
Click to see more notes, via Manchester Evening News and Sweet Mandarin
Click to see more notes, via Manchester Evening News and Sweet Mandarin
Use your social media platform to meet emerging needs. Google’s Twitter feed is dedicated to providing resources to support families, teachers, and students during quarantine. Steak-umm is providing up to date news on the COVID pandemic. Better yet, their efforts are paying off by bringing in new customers. Check out the love their brand is receiving on Twitter.
Click to see more details, via Steak-umm on Twitter
Click to see more details, via Steak-umm on Twitter
Tone is everything. Keep a positive, helpful tone that is uplifting instead of dismissive. Target’s Twitter content has been inspirational and helpful while staying on brand and being responsive to the pandemic.
Click to learn more, via Target on Twitter
Click to learn more, via Target on Twitter
Forge inter-sector relationships. US Digital Response is composed of technology experts from the private sector partnering with the public sector to provide innovative solutions to the problems facing the public sector during COVID. 
Click to discover more projects, via U.S. Digital Response
Click to discover more projects, via U.S. Digital Response
Develop strategic partnerships. There are also new partnerships within the private sector. For instance, Apple and Google are developing a new contact tracking system to help their customers stay healthy and safe.
Click to learn more, via TechCrunch
Click to learn more, via TechCrunch
By mobilizing branding strategies that put relationships first, plus doing meaningful work that supports customers’ needs, your brand can shift to successfully earn their attention.
MUST CONNECT
Not sure where to start? refine+focus is offering a free customized session with specific recommendations for how your brand can capture your customers’ attention in the wake of COVID-19. Send us a note to hello@refineandfocus.com and tell us more about your business.
With love
— refine+focus team
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