Lockdown lessons: what COVID-19 taught us about branding

Let's not forget how good the memes were during the early pandemic!

I bet just about everyone remembers exactly where they were five years ago today. I know I do. I was sitting with my colleagues in a conference room at Cencora (then AmerisourceBergen), discussing a significant brand refresh the company was undertaking. COVID-19 was already on everyone’s mind: Where were the cases? Should we be worried?

That evening, I received an email announcing Cencora's new visitor restrictions: external consultants were no longer allowed on-site. Two days later, the entire world pressed pause.

There’s no denying how dramatically COVID-19 reshaped our lives. But from a branding perspective, what lessons did we learn from this seismic shift?

Stay agile or get left behind

When offices closed, and entire industries flipped overnight, brands that adapted quickly were the ones that survived (or even thrived). Rethinking product offerings, supply chains, and service models became the new normal. Suddenly, grocery delivery was a given, telehealth was the new house call, and brand timelines shrank from months to weeks or even days.

Takeaway: In a crisis, your ability to pivot swiftly can make all the difference. Build processes that allow you to respond quickly to changing market conditions so that your brand remains timely and relevant.

Authenticity builds trust

Let’s face it: we all collectively panicked in early 2020. Messages of reassurance and empathy felt far more genuine than flashy promotions or hollow corporate statements. People wanted brands to be real — because real was comforting and familiar.

Takeaway: Ditch the lofty spin and marketing fluff. Communicate openly about what your organization stands for and how it plans to serve customers in uncertain times. Transparent brands foster trust, turning casual consumers into loyal advocates.

Purpose over products

The pandemic taught us that people want more from a brand than just the “stuff” it sells. We were (and still are) craving genuine human connection. Brands that stepped up and showed purpose — for instance, by donating to frontline workers or shifting production to PPE — demonstrated compassion beyond the bottom line.

Takeaway: Every brand has a purpose. Identify it, nurture it, and make sure it guides your every move. Consumers increasingly expect organizations to stand for something and do something meaningful with their resources.

Flexibility is the new normal

Overnight, the traditional “office meeting” became Teams calls with dogs barking and kids streaking through the background. Brands had to accommodate employees’ new realities, whether that meant flexible hours, remote setups, or new mental health resources.

Takeaway: Treat your employees like the brand ambassadors they are. When your team feels seen and supported, especially during turbulent times, they’re more motivated and better able to serve your customers.

One voice, many channels

With so many people stuck at home, digital channels skyrocketed. Social media feeds were jammed with at-home workout videos, sourdough tutorials, and, yep, brand content. While it was important to show up consistently online, ensuring messages didn’t feel disconnected from the brand’s in-store or offline experiences was just as crucial.

Takeaway: Make sure your brand’s voice and story stay consistent across platforms — whether someone reads your email newsletters, watches your Instagram Reels, or visits your physical location. A unified approach is key to building trust and recognition.

Empathy matters

Above all, COVID-19 revealed how central empathy is to branding. Whether offering flexible payment options, adjusting cancellation fees, or simply acknowledging we were all in this together, brands that led with compassion won hearts (and loyalty).

Takeaway: Empathy isn’t just a buzzword; it’s your north star. Keep your customers’ well-being at the forefront, and you’ll earn loyalty that outlasts any crisis.

While we may be (thankfully) past the peak of global lockdowns, the lessons learned still ring true. Being flexible, genuine, and purpose-driven is no longer just “nice to have” — it’s expected.

So, as we look back on a time when the entire world paused, let’s carry forward the best of what we learned: stay nimble, stay authentic, and, most importantly, keep people at the heart of everything you do. That’s the secret sauce of standout brands, no matter what crisis looms on the horizon.

My Grateful Dead mask, circa April 2020