Houston expert shares 5 tips for brand messaging during a pandemic

guest column

It's important to rethink your startup's messaging during the time of the coronavirus. Getty Images

Brand messaging in a world cowed by a worldwide pandemic poses a set of challenges none of us has ever faced.

The aftermath of Hurricane Harvey provides few guideposts to professional communicators as that tragedy unfolded over several terrible days in August 2017 mostly affecting Southeast Texas. While Harvey was unprecedented in the sheer volume of its onslaught, the COVID-19 pandemic is unprecedented in its global scale and seeming endlessness.

In times of crisis, our natural impulse is to lend a helping hand. With the highly contagious coronavirus spreading and social distancing guidelines in place, lending a literal helping hand is dangerous. In the days and weeks following Hurricane Harvey, Houston's civic leaders, its citizens, and its business community rallied to meet the challenge with positivity, hard work, and good humor. The circumstances today are fundamentally different, and the path forward is uncertain and uncharted.

Attempts to develop a messaging strategy in the face of COVID-19 can be paralyzing.

How do we maintain meaningful connections with our customers and communities when we're being forced apart? How do we keep our businesses vital and active when economic and public health interests are in direct conflict? How do we create normalcy and positivity in the middle of so much suffering? How do we keep our sense of humor and humanity when we need it most?

We're in this for the long haul. Here are a few tips to guide your messaging strategies so your content can do some good.

Fine tune your tone

Tone is everything in a crisis. People are frightened for their personal and economic wellbeing. Messaging under these circumstances is risky, but with a thoughtful approach, you can make a positive impact. Unless you work for a news, civic, or healthcare organization, it's unlikely anyone is looking to you to guide them through the pandemic. If that's your messaging, it'll be jarring and confusing.

Focus on providing distraction, comfort, support, and some sense of normalcy. That doesn't mean your messaging should ignore the realities of the situation, which runs the risk of appearing tone-deaf, opportunistic, or ignorant. We're all affected. Keep that top of mind, acknowledge what's happening in the world, and your messaging tone shouldn't cause you too many problems.

Feed the beast

You may have seen that clip of Welsh seniors playing a life-size version of Hungry, Hungry Hippos on NBC's Today Show. If you haven't, the smile is worth the minute and thirteen seconds of your life. Now, think of social media as the game board, your content as the marbles, and everyone else is a hungry, hungry hippo, except the hippos are hungry day and night and the game will never end.

People are lonely and bored, and instead of counting the dimples in their ceiling plaster, they're on the Internet sharing Tiger King memes. They're looking for connection and a sense of shared community. You have the opportunity to brighten their day. You alone cannot generate enough engaging content to keep the hippos full for long, but that doesn't mean you shouldn't try. Isolation is unhealthy.

Help people keep their marbles by giving them something fun, inspiring or educational to share and experience with others while staying on brand.

Deliver the goods

Thanks to social media, home delivery has taken on new meaning. Bring your brand directly into peoples' homes and create an interactive experience that disrupts the monotony of the "stay at home" order. Miss fajitas? Of course you do. Original Ninfa's on Navigation recently launched a series of YouTube videos called "Ninfa's with your Niños," and they're delightful. The content is on brand, encourages activity, and implicitly acknowledges folks are trapped at home with their kids (note: these were clearly produced before social distancing started). Watching Chef Alex Padilla demonstrate how to make queso flameado in your own kitchen will be the best single minute of your month. That's how to home deliver a brand.

Know your role

If your organization is in a position to help your community, do it in a way that makes sense for your brand, creates a meaningful impact for those suffering, and is simple to communicate. Flattening the curve is a team effort. Big or small, national or local, organizations can do their part to help the effort. If it's a logical extension of what you do normally, it will not look opportunistic because it's not opportunistic. It's a reasonable and human thing to do in the face of tragedy.

For example, local fashion designer Chloe Dao is making washable face masks for healthcare workers and their families. The Ford Motor Company is converting a plant in Michigan to build ventilators. And Houston Astros ace Justin Verlander is donating his paychecks to COVID-19 relief organizations because he's rich and having a filthy curveball isn't helpful right now. Take what you already do and use it to help people.

Your specific contribution is needed. Figure out what that is and encourage everyone else to get on board.

Don't stick out your neck (or anyone else's)

This should go without saying: safety is the starting point for every single messaging decision you make. Whether implicit or explicit, all of your messaging, all of your community investment, and all of your community initiatives must put the safety of your employees, your customers, and your neighbors first.

No one will question why the video message you created in selfie mode is a little rough and wobbly. No reasonable person will question you for wearing a mask or gloves or waving at them from a distance. Being involved carries an unusual amount of personal risk. All of your activities and content creation should factor in the hard realities of a viral pandemic.

Project safety in your words and your actions. Slickly produced content can take a back seat for now. Be safe out there.

In the face of this crisis, every effort to create connection helps. Be careful with your words, thoughtful with your generosity, and positive with your message. And if all else fails, share that video of old people playing Hungry, Hungry Hippos.

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Jeremy C. Little is the head of account services for CKP, a Houston-based marketing and public relations group.

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VC firm partners with Rice Nexus to open first global office

strategic partnership

Luxembourg-based venture capital and advisory firm MoreThan Capital (MTC) has established its first global office at the new Rice Nexus in Houston’s Ion District as part of a strategic partnership aimed at fostering entrepreneurship and growing Houston as an innovation hub.

MTC has committed to offering its “time, mentorship, industry expertise and global connections” to Rice Nexus. The state-of-the-art Rice Nexus, which opened earlier this year, aims to support and provide resources for ventures that are looking to scale and have "artificial intelligence (AI) as a central pillar of its innovation strategy," according to a statement from Rice.

“The Rice Nexus is a launchpad for world-changing ideas, and this partnership with MoreThan Capital is a key step in realizing that vision,” Sanjoy Paul, executive director of the Rice Nexus, said in a news release. “By combining Rice’s research and entrepreneurial talent with MTC’s global network and mentorship, we are creating an unparalleled engine for innovation that starts in Houston and reaches the world.”

MoreThan Capital has over 100 limited partners, including senior executives and professional investors, based in more than 35 countries.

“Establishing our first global office at the Rice Nexus within the Ion District is a significant milestone for MoreThan Capital,” Guillermo Ruiz, general partner of MoreThan Capital, said in a news release. “We are dedicated to partnering with top-tier academic institutions like Rice University and aligning with organizations that share our core values of trust, engagement and impact.”

The announcement comes just a few weeks after Rice Nexus announced its partnership with Google Public Sector to launch the new Rice AI Venture Accelerator, or RAVA.

This Houston neighbor was the fastest growing U.S. city in last decade

Booming Burb

It's no secret that Houston's population is growing faster than most other metros in the U.S., but now a surprising Houston-area neighbor has been named the No. 1 fastest-growing suburb nationwide over the last decade: the booming city of Fulshear.

Fulshear led the nation with an astonishing 1,082 percent increase in population from 2014 to 2023, according to a recent growth study by marketplace platform StorageCafe.

Overall, Texas cities dominated StorageCafe's list of the top 10 fastest-growing U.S. cities from 2014 to 2023.

The report said the city had nearly 27,000 residents in 2023, but now the U.S. Census Bureau estimates Fulshear's population has now grown to more than 42,600 people.

"With its blend of a relaxed lifestyle, urban conveniences, top-rated schools and strong job opportunities, Fulshear consistently ranks among the best places to live in Texas," the report's author wrote.

This isn't the first time Fulshear has entered the spotlight for its exploding population: it was the No. 2 fastest-growing U.S. city in 2023, and recently came out on top of GoBankingRates' new study ranking of the fastest-growing affluent suburbs in America for 2025.

Several other Houston-area suburbs also saw major growth over the last decade, including Manvel (No. 24), Katy (No. 82), and Conroe (No. 83).

"Manvel doubled its population between 2014 and 2023, while Katy and Conroe each recorded increases of over 50 percent," the report said. "By contrast, Houston itself grew by just 6 percent, aligning with the average growth rate for large U.S. cities."

The report added that the Houston area's population surge has also led to a high demand for housing, where home values have risen 60 percent over the last 10 years. Home prices in Fulshear stood at more than $521,000 in November 2024, whereas Manvel's home prices were over $431,000 during that same period.

For comparison, the national average price of a home is $354,000.

Katy and Conroe had the most affordable home prices out of the four Houston suburbs in the report, at $347,740 and $318,952, respectively, for November.

StorageCafe says the reasons for population shifts vary greatly, with many people seeking out cities with a more affordable cost of living, or those moving for socioeconomic factors like better employment opportunities.

"Population growth is far from even across the U.S. Some cities are experiencing significant increases, directly driven by steady in-migration, rising immigration and birth rates outpacing death rates," the report said. "But what’s fueling these trends runs deeper — economic and social forces like shifting job markets, the rise of remote and hybrid work and soaring living costs are all reshaping where people choose to live."

Other fast-growing Texas cities
Texas had the greatest number of cities to earn spots in the report's ranking of the 100 fastest-growing U.S. cities over the last decade, with 25 total cities making the cut with the highest growth rates nationwide.

Dallas-Fort Worth had the highest number of fastest-growing Texas suburbs on the list, comprising 11 cities: Celina (No. 2), Melissa (No. 3), Princeton (No. 7), Prosper (No. 8), Fate (No. 9), Anna (No. 14), Midlothian (No. 33), Royse City (No. 43), Forney (No. 45), Little Elm (No. 58), and Frisco (No. 72).

Meanwhile, Austin had five suburbs land on the list: Manor (No. 6), Leander (No. 16), Kyle (No. 53), Hutto (No. 54), and Buda (No. 68).

San Antonio also had five suburbs make the top 100, including Boerne (No. 63), Selma (No. 74), Fair Oaks Ranch (No. 70), New Braunfels (No. 77), and Canyon Lake (No. 99).

The top 10 fastest-growing cities over the last decade are:

  • No. 1 – Fulshear, Texas
  • No. 2 – Woodbridge, Virginia
  • No. 3 – Celina, Texas
  • No. 4 – Davenport, Florida
  • No. 5 – Melissa, Texas
  • No. 6 – Manor, Texas
  • No. 7 – Princeton, Texas
  • No. 8 – Prosper, Texas
  • No. 9 – Fate, Texas
  • No. 10 – Nolensville, Tennessee
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This article originally appeared on our sister site, CultureMap.com.

Houston space tech startups share latest updates on lunar missions and more

space update

Houston-based space tech companies Axiom Space and Intuitive Machines recently shared updates on innovative projects and missions, each set to launch by 2027.

Axiom Space

Axiom Space, developer of the world’s first commercial space station and other space infrastructure, is gearing up to launch two orbital data center nodes to low-earth orbit by the end of 2025.

The Axiom Space nodes will lay the foundation for space-based cloud computing. Axiom says orbital data centers provide cloud-enabled data storage and processing, artificial intelligence, and machine learning directly to satellites, constellations, and other spacecraft in Earth’s orbit. This innovation will reduce reliance on earth-based systems, enhance wireless mesh networks and improve real-time operation of space-borne assets, according to Axiom.

Axiom has been working on the development of orbital data centers since 2022. The two nodes going into space in 2025 will be part of Kepler Communications’ 10-satellite data relay network, which is scheduled to launch by the end of this year. Axiom Space and Kepler Communications have been collaborating since 2023.

Kam Ghaffarian, co-founder, executive chairman, and CEO of Axiom, says his company already has deals in place with buyers of space-based cloud computing services. Orbital data centers “are integral to Axiom Space’s vision of era-defining space infrastructure, unlocking transformational capabilities and economic growth,” he says.

Axiom Space says it will be able to buy additional payloads on Kepler’s network to boost capacity for orbital data centers. The two companies will team up to provide network and orbital data center services to various customers.

Intuitive Machines

Meanwhile, Intuitive Machines, a space exploration, infrastructure and services company, has picked SpaceX’s Falcon 9 rocket to launch its fourth delivery mission to the moon. The launch will include two lunar data relay satellites for NASA.

Intuitive Machines says its fourth lunar delivery mission is scheduled for 2027. The mission will comprise six NASA commercial lunar payloads, including a European Space Agency drill set designed to search for water at the moon’s south pole.

“Lunar surface delivery and data relay satellites are central to our strategy to commercialize the moon,” Intuitive Machines CEO Steve Altemus says.

The first of five lunar data relay satellites will be included in the company’s third delivery mission to the moon. The fourth mission, featuring two more satellites, will be followed by two other satellite-delivery missions.

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