Five Powerful Ways Brands Can Use Their Voices Today

Companies like Target and REI are finetuning what they say–and how they say it–to make people feel safer.

Brands with strong voices can lift us out of our fears, reassure us that life will move forward and assist us as we continue to embrace major change together. More practically, brands can drive clarity around important topics, like new safety practices, inventory availability or even business closures. 

A distinct brand voice helps a company elevate its message and show the world who they are and what they stand for. Amidst the COVID-19 pandemic, the way brands use their voices to communicate with us is more salient than ever. 

It feels comforting to us, as verbal branders, to notice the brands that are doing it right. The ones who have used their brand voices to connect with their audiences and express who they are in a meaningful, lasting way. We drew helpful insights by evaluating how brands reacting at the beginning of the coronavirus pandemic – communicating in a way that both comforted their consumers and supported their business.  

Here are Five Examples of Communication Approaches We Love  

Admit to Not Having All the Answers

While brands often have the responsibility of steering the conversation in their category, it is perfectly OK to ask customers what they want to hear. 

Reformation, a sustainable clothing brand, chose a direct communication style to connect with their audience, ending an update with refreshing candor. “Lastly, we’re not exactly sure what is appropriate for a company like ours to be talking and posting about right now. What’s resonating with you? Do you still want to hear about new collection launches and sustainability-related stuff…? Please let us know.” This created a refreshing moment of candor that felt on-brand for Reformation. 

Restate the Brand Purpose to Frame Inspired Action

Some brands are using this time to reflect on their mission and values. 

Target frames its steps to protect employees and customers by stating a core promise of the brand. Chairman and CEO of Target Brian Cornell stated, “…a commitment to help all families is at the heart of Target’s purpose. Our goal is to be here for you and keep navigating through uncertainty together – and we will do everything in our power to live up to that promise.” 

“The way brands use their voices to communicate with us is more salient than ever.”

Through this lens, Target’s actions, such as designating their early hours as a sanctioned time for the elderly to shop or enacting back-up care benefits for parents and caregivers, become proof points of its enduring purpose. 

Address the Emotional Impact

Many brands are well-positioned to connect with their audience about the emotional impact this hardship is having on their lives. 

Zola, a wedding registry company, primarily serves engaged couples. Right now, much of their audience is scrambling to make alternate arrangements or postpone their weddings. 

Zola has sent several emails to communicate plans to support their audience, including setting up a help hotline to call for advice. One message rings clear across all channels: “If your wedding has been affected, we’ll do anything we can to help”. 

The intentional use of the word “anything” subtly mirrors their tagline, “anything for love,” which is displayed under the signature of every email. Here, Zola is stretching beyond a registry to be a helpful resource in a challenging time. 

Encourage Community Mindfulness While Communicating Operational Changes 

Retailers are uniquely challenged with making tough business decisions and communicating them in a sensitive way. 

Retail and recreation company REI stood their ground as community leaders by calmly communicating the temporary closing of their stores. The brand, which is well known for their unique take on consumerism habits (most notably, their Black Friday #OptOutside initiative), framed their announcement as a thoughtful decision to protect the community, rather than their business, saying “…there are more important things than business right now—we owe that to one another.” The letter ends with, “be well and take care of one another.” It’s simple but authentic to the REI brand. 

Find Moments for Thoughtful Playfulness—If It’s Authentic to Your Brand 

Kin Euphorics, a non-alcoholic social tonics brand, is deeply rooted in social connection and finding enlightened, healthy ways to connect. Their brand voice has an undeniable playfulness, which they brought to life by renaming social distancing as “Solitude Scaries,” playing off the phrase “Sunday Scaries.” 

This pinch of playfulness feels on brand and is a simple way to ease the intensity of the stressor and create a sense of community. 


Whenever faced with hardship, brands have an opportunity to connect with their audience to reassure and comfort. This pandemic has invited us to consider the unique and powerful ways brands can wield their voice to help us feel better—and move forward.