Finding your Business’ Purpose in the COVID-19 Era

Purpose, even during tough times, is a key branding strategy.

Here are some important factors to develop this strategy during COVID-19 era.

Control what you can. 

It might feel like your life is out of control right now, so it’s important to focus your mind and efforts on the things that are within your control.  Reach out to neighbours, friends, family, and co-workers as a way to keep yourself grounded, while also helping those in need. When we’re supporting others, it gives us a sense of purpose.

Get a lot more personal. 

The world is operating in crisis mode, which means you should be communicating more.  Double down on your empathy by addressing the personal needs of your employees and vendors. This concern will be remembered long after the pandemic is over.

New services for new needs. 

Priorities have shifted for many people the world over, but your insight and expertise are still valuable. Learn what the new needs and pain-points are for your customers, clients and prospects. Provide them support and assistance, knowing that you are making a difference in their lives. It can alleviate stress and provide a sense of order.

Adapt to the realities of this strange time. 

Many coaches are working free-of-charge, or at deep discounts to help businesses figure out how to adapt. People’s priorities have temporarily, but drastically shifted, so please avoid obvious attempts at profiting off the pandemic, people will negatively remember those who kept acting as if this was a business(profit)-as-usual time.

Align around supporting the broader community. 

Think outside the box and put a concerted effort into actively supporting the community.  Businesses redeploying workers and equipment to create much needed life-saving devices and supplies, providing food and shelter to emergency workers, medical professionals traveling to hard-hit areas to work in hospitals.

There are free ways to help. 

Assess your available resources – not only financial, but also time and skills – to contribute to community efforts. The Purpose of life is not to be happy.  It is to be useful, to be honourable, to be compassionate, to have it make some difference that you have lived and lived well.

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