Look For the Helpers: A Checklist For Brands To Connect During Times of Uncertainty

When the world feels heavy—politically, socially, emotionally—it's natural for brands to wonder: What’s my place in all of this? Should we speak up? Go quiet? Keep selling? Pivot?

The truth is, people don’t stop needing support, inspiration, or connection just because the news cycle is relentless. But how they receive your brand during times of uncertainty depends entirely on how you show up.

It’s not about staying silent—or speaking just to say something. It’s about staying attuned.

In the words of Fred Rogers: “Look for the helpers.” And in your case as a brand, you can be one.

Below are strategic ways your brand can continue to connect—and even thrive—when your audience might be overwhelmed or distracted.

1. Audit Your Strategy: Lead With Empathy and Relevance

Goal: Stay aligned with your audience’s current emotional and practical needs.

What to Do:

1. Revisit your content calendar. Remove anything that feels out of touch (e.g., luxury-heavy language during economic stress, overly lighthearted content during major news events).

2. Shift your pillar focus.

   • Instead of: "Top 5 ways to grow your revenue now"

   • Try: "How to preserve brand momentum during a tough season"

3. Add context in real time.

   1. Share a Story or post that says: “We had something different planned for today, but it didn’t feel right to post it. Instead, here’s a resource you might find helpful.”

2. Refine Your Messaging: Be Human First, Brand Second

Goal: Make your tone clear, compassionate, and helpful—not pushy or disconnected.

What to Do:

• Rewrite CTAs with care.

  • Instead of: “Shop now!”

  • Try: “We’re here when you’re ready.”

• Acknowledge the moment.

  • Add a note like: “We know there’s a lot going on in the world right now. If you’re feeling distracted or overwhelmed, you’re not alone.”

• Reframe sales messaging.

  • Instead of: “This offer ends in 24 hours—don’t miss it!”

  • Try: “We’re keeping this offer available through the week in case you need more time to decide.”

In uncertain times, the most powerful brands lead with clarity, not noise.

3. Adapt Your Offerings: Make Your Brand More Helpful, Not Just Visible

Goal: Reduce friction for your audience while still offering value.

What to Do:

• Create a low-lift/free resource

  • Examples: “Your 5-Minute Daily Brand Reset” PDF / “How to Market During Uncertainty” IG carousel

• Offer a sliding scale or community code

  • Example: “Use code COMMUNITY for 15% off through [date]—a small way to give back during a difficult week.”

• Introduce mini offers or audits

  • Example: Instead of a full brand strategy package, offer a 1-hour “Clarity Call” for quick wins and focused advice.

4. Stay Consistent, But Be Willing to Shift

Goal: Keep showing up, but remain responsive to what’s happening.

What to Do:

• Don’t ghost your audience. Even a quick post saying, “We're hitting pause this week to reflect and reset,” is better than disappearing entirely.

• Share what you’re navigating as a business.

  • Example: “We’ve made a few pivots behind the scenes to better serve you right now. Here’s what’s changing…”

• Keep your brand values visible.

  • Use them as a filter. If one of your values is “compassion,” ask yourself: Does this piece of content embody that value right now?

You don’t need to go silent—you just need to show up with care.

5. Center Your Community, Not Just Your Brand

Goal: Shift the spotlight from your offers to your impact.

What to Do:

• Feature a client or peer doing good work.

  • Example: “This week, we’re shining a light on [Client Name] for the work they’re doing to support [cause/community].”

• Invite conversations.

  • Example Story poll: “How are you really feeling about marketing right now?”

  • Open-ended prompt: “What kind of support do you wish brands offered during times like these?”

• Be generous with your platform.

  • Share resources that aren’t yours. Repost thoughtful commentary. Host a community Q&A.

Service is strategy. Empathy builds the kind of loyalty money can’t buy.

Be The Helper Checklist

STRATEGY

▢ Revisit your content calendar—remove anything that feels tone-deaf
▢ Shift focus to value-driven or human-centered content
▢ Ask: “What does my audience actually need right now?”

MESSAGING

▢ Lead with empathy over urgency
▢ Acknowledge the current climate—briefly and sincerely
▢ Replace pushy CTAs with thoughtful invitations to engage or explore

OFFERINGS

▢ Add low-lift or free value (like a checklist or resource)
▢ Introduce mini offers, pay-what-you-can options, or flexible pricing
▢ Make your offers feel supportive, not salesy

CONSISTENCY

▢ Show up, even if it’s lighter than usual
▢ Communicate any shifts or pauses transparently
▢ Let your brand values guide how (and what) you post

COMMUNITY

▢ Center your audience, not just your business
▢ Spotlight clients, partners, or causes aligned with your mission
▢ Ask questions, open dialogue, and invite feedback

Final Thought: Helpful Is Strategic

You don’t need to have all the answers. But you do need to have your audience’s best interests at heart.

When you show up with clarity, care, and consistency—especially when things feel uncertain—you don’t just sell a product or service. You build trust, credibility, and long-term loyalty.

That’s the kind of ROI that pays off long after the headlines change.