Which bubble are you sitting in? In "one" where the opening up towards a normal state is happening too slowly?

Or in the "other" one, where we are advised to handle a virus cautiously that we don't yet fully understand, and for which there are no medicines, let alone a vaccine? For both cases, there are experts, doctors, politicians, etc., who confirm your attitude.

How is a layperson supposed to form their own opinion in such a situation? Which truth do I accept? And we haven't even addressed the topic of conspiracy theories and fake news on social networks yet.

There is a great deal of uncertainty. Therefore, how should we behave as a company, or in brand management in such an extreme situation, to maintain or even gain trust? And which sector are we talking about? If you produce food, medicines, cosmetics, or everyday necessities: then you are currently making the sales of your lifetime.

Do you  offer "distance services", "additional benefits" for specific target groups that are urgently needed? Do you take more intensive care of your stressed employees?

To be honest – you have it very easy to build trust at the moment.

But how do you behave when your business model is reduced close to or to absolute zero? If your business model cannot be saved through the crisis, then tell your employees & customers clearly and unequivocally. In moments of uncertainty, we appreciate clear statements and no half-truths.

This also applies to you, as there will be life after the crisis. People appreciate personalities whose statements they could rely on even during the crisis, even if this truth is sometimes very hard & uncomfortable.

Of course, such a stressful situation produces mistakes. We are not currently experiencing a minor deviation from our routines, but rather a massive disruption that threatens many business models. Admitting mistakes, fixing them immediately, being easily accessible, and communicating openly & fairly. These are virtues that might not have been paid close attention to before the crisis, but now they are crucial.

Only strong leaders who are able to look at the bigger picture even in a crisis will

“...not give a simple, because usually wrong, answer to complicated questions...!”

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