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Back to basics: How to manage your brand through a crisis

Managing a company’s brand, even during “normal” times, can be challenging depending upon your niche, your competition and the current circumstances. And of course, most of us have heard of (but hopefully, never experienced) instances in which a misstep by a business created serious reputation issues for the brand.

When circumstances are severe, however, such as the tremendous upheaval caused by the COVID-19 pandemic, a host of new pitfalls can present themselves.

Let’s discuss some of the special risk factors you may be facing, the many things that can change both the company’s approach to business and that of its customers, and offer some possible opportunities to protect – and even greatly improve – the reputation of your business during a crisis.

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