What’s true about brands in times of crisis has been true in all times: Be your authentic self. Don’t try to be something you’re not, and show a genuine interest in, and understanding of, your customers’ world.
NYT Cooking, a digital source of recipes and tips, emailed subscribers stories of folks banding together and using food to keep humanity afloat. By supporting ingenuity in the pantry, by supporting efforts to celebrate in the home around the table, they stay connected to customers in a genuine, caring manner.
Share helpful information on topics that are related to your brand and you’ll show that same level of sincerity.