Stay authentic to your brand and your brand's purpose during this time of upheaval and uncertainty.

A plummeting economy, uncertain futures and a high expectation for brands to have something to say or do about it all may provoke some businesses to make choices under anxiety-driven pressure and take actions that are not authentic to who they are. This can lead to undesirable repercussions that may linger in an audience's memory for some time to come. 

More than ever, it's crucial for brands to keep themselves in check with their North Star, maintaining it as their ultimate guidepost for business, brand and audience communication decisions so that authenticity and audience-centric behavior is not sacrificed. In act, this is an opportunity to plus that up in ways that audiences will find human and appreciate!

This doesn’t mean brands shouldn’t be open to change or pivots if necessary.

But having a deep understanding of a core “belief” and leaning on that North star will help businesses adapt without discarding the crux of who they are. 

And if you don’t have one, now is the time to evaluate what it is!