Leaning into your brand during a crisis allows you to share and showcase your brand values. Your business will prove it is more than a business. Iowa recently experienced a significant weather event called a derecho. And the path of destruction left for individuals, businesses and government to clean up will forever change the community. 

Showing support of the community in times of crisis allows your brand values to be seen in ways not often showcased or known to your customers. The result will raise the loyalty people have to a business over another. And the businesses or brands that are noticeably absent in the community response will also feel the effects of their absence – by way of being absent in the minds of their community later.