Brand Stability During Chaos: Why Going Dark Costs More Than You Think
In a year of big changes and stormy business landscapes, I found myself reflecting on the brand visibility lessons learned in 2020. It’s only been 5 years (about to be 6) since the turmoil of COVID-19 and the shutdowns. During that tenuous period, marketing spends ceased, unsure of what the future would be for many industries. Projects scaled back while companies re-evaluated budgets.
But as always, life finds a way, and while things might be different, consumer interest rebounded and businesses got, well, back to business.
This year, no doubt you’ve found yourself unsure of how much to invest in marketing. It feels safe, rational even, to pause and preserve cash.
But history, data, and a few bold brands from 2020 tell a different story: staying visible during a downturn, especially with video storytelling, pays dividends long after the storm clears.
When he world goes dark, the brands that keep the lights on are the ones everyone remembers.
The 2020 Proving Ground
The COVID-19 pandemic was an unplanned stress test for every marketing department on Earth. As consumers retreated indoors and uncertainty soared, some companies froze spend while others doubled down on brand investment. The results were unmistakable.
- Procter & Gamble (P&G) kept advertising while rivals pulled back, boosting spend by more than $300 million early in the crisis. That discipline drove sales and market-share growth, proving again that consistent presence builds trust and recall when people need it most.
- The Great British Porridge Co. seized newly affordable TV spots left open by bigger brands pausing spend. The exposure catapulted them from niche to national awareness almost overnight.
- Local restaurants and breweries pivoted quickly: investing in digital ads, social media storytelling, or new online ordering experiences. Their consistent updates and community engagement helped them survive and thrive through closures.
- Cocokind kept communicating with customers during lockdowns, launching helpful, transparent campaigns around self-care and ingredient education. While competitors went quiet, Cocokind deepened loyalty and grew sales.
- Meanwhile, Coca-Cola paused most of its marketing during 2020’s first half. Analysts later contrasted Coke’s retreat with P&G’s persistence as a textbook lesson in why going dark can dim future performance.
The Psychology Behind It
During uncertainty, people crave reassurance and familiarity. Though I detailed some larger company wins above, you don’t need the budget of a Procter & Gamble or a General Mills to benefit from sustained marketing. You just need to keep your voice, stay in front of your audience, make meaningful moves (even modest ones) while many others pause. The result: when the market rebounds, you’re already present rather than scrambling to regain awareness
Your Visibility & Trust Playbook
When things get uncertain, a lot of organizations go quiet. They wait. But staying visible in those moments says a lot. It shows you’re steady, still showing up, still connected. Here are a few ways to use video to keep showing up in a way that feels clear, human, and true to your mission.
1. Stay Visible When Others Go Silent
Keep showing up with consistent communication, even if budgets tighten. A steady presence signals stability, care, and leadership, and video updates help put faces to the message while building trust along the way.
Tip: Repurpose existing content, update past campaigns, share “behind the scenes” glimpses of your mission, or spotlight stories of resilience.
2. Reallocate, Don’t Retreat
If certain programs or events are on hold, shift resources toward outreach and storytelling instead of cutting them altogether. Move dollars and energy into channels that meet your audience where they are now: digital engagement, webinars, podcasts, or video updates.
Tip: Even modest paid promotion can extend your reach. Avenues such as display ads, geofencing, or retargeting campaigns can offer a targeted, affordable solution. Explore LAI Video’s digital ad solutions here.
3. Deepen Relationships, Don’t Disappear
For mission-driven organizations, marketing is about connection, not commerce.
Keep supporters, patients, or members engaged with consistent, human updates. Highlight progress, share gratitude, and make it easy for people to participate, even in small ways.
Tip: Regular updates (even brief ones) remind people you’re active, stable, and still delivering value. Focus on listening as much as talking by asking your audience what they need right now. Use surveys, comments, or quick polls to connect.
4. Focus on Engagement and Trust Metrics
When the world feels uncertain, growth may slow, but trust can deepen. Shift your short-term metrics from dollars raised or new members to engagement, loyalty, and reach. Those are the relationships that sustain you later.
Tip: Track and celebrate non-financial wins: increased newsletter opens, webinar attendance, or new social interactions. They’re signs your community still cares.
5. Be a Steady, Helpful Voice
You don’t have to solve every crisis, just be a source of calm, credible information.
Organizations that lead with empathy and usefulness strengthen their long-term reputation and visibility.
Tip: Position your organization as a reliable guide, not a broadcaster. Share curated resources, actionable tips, or stories that make people feel seen.
6. Remember: Visibility Is Mission Work
Marketing isn’t an extra, it’s part of fulfilling your mission.
Every update, story, or campaign that connects people to your cause reinforces your purpose and ensures you’re remembered when people are ready to act again.
In Short
Businesses don’t lose out because their budgets are smaller, they lose out when they stop communicating.
Your competitors will go quiet; that’s your chance to stand out. Keep your brand visible, even modestly, and you’ll own more mindshare, and more market, when stability returns.
Have questions or need help brainstorming your next brand visibility campaign?
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