The COVID-19 pandemic appeared suddenly and flooded the world at the end of 2019. It has continued to this day and caused justified fear of the upcoming economic crisis and recession, so it is almost impossible for the world to come out of it unharmed. Due to the impact of the new COVID-19 virus, companies had to adapt very quickly to a new situation that requires as little social contact as possible, which is why the digital transformation of work styles around the world is advancing faster than ever. Therefore, the company Ante Mijić Quercus had to change and adjust its way of communicating with current and potential customers, and the branding of a new range of products during the COVID-19 pandemic posed a special challenge. Through this work the theoretical part of doing business in crisis, communication in times of crisis, branding, the impact of this crisis on the wood industry as well as on the company, its current business and communication strategy, and ways of introducing a new product, branding and the new communication strategy, which is based on communication with potential customers through social networks, will be presented. The research yielded results that shows how successful company’s new communication strategy has been and that an increasing number of customers of MJ Wood Vision products come from social networks.