There’s been some understandable debate recently on whether it’s ethical to be selling in a time of global crisis.

On the one hand, people are anxious and distracted. Many need care, emotionally or physically. Any focus on economics seems almost mercenary.

Alternatively, people need money. Jobs are vanishing, companies are closing. Businesses need support if they are to weather the storm.

What’s the answer? How do we find the win-win in what seems a lose-lose scenario?

For many brands, the answer lies in core brand attributes. If brand values are genuine, then the accompanying attributes should speak to the true benefits to the customer.

A brand I worked with recently holds several important attributes among others in its brand framework that resonate at this time: accessible, caring, and responsive. A renewed focus on how it can best deliver these attributes to its customers will not only bring much-needed help where it matters, it will also deepen customer appreciation for what the brand stands for. It will be truly “walking its talk”.

What brand attributes can your brand bring to the fore right now? What mechanisms do you have or can you put in place to deliver them?