Combat Uncertainty With Purpose

Apr 28, 2020 | Crisis Marketing

In a crisis — like the one we are all experiencing right now — it’s hard to find clarity. The situation and the available information is constantly changing.

We don’t know when the lockdowns will end. We don’t know what will happen after the lockdowns are eased.

The situation is further compounded by misleading, contradictory, absent, or out-of-date advice. We receive media reports with multiple perspectives, and officials in each jurisdiction seem to have a different plan for reopening the economy.

No wonder people are feeling uncertain. When your world gets turned upside down, you look for something you can grasp onto that provides security. That’s your company’s purpose.

Giving people a strong, clear sense of direction helps them find certainty in a time of uncertainty.

If this intrigues you, I’m hosting a free webinar on Wednesday, May 13 at 12pm EST / 9am PST. I will be continuing our monthly webinar series with a session on where to find opportunities for revenue and growth during the coronavirus crisis. Save a spot here.

How Will Your Brand Be of Service During the Covid-19 Crisis?

We will look back at business 2020 B.C. (before coronavirus) and after.

B.C. and A.C. is a perfect metaphor for what we are experiencing, because your company’s purpose may be more relevant than ever after coronavirus.

HealthCraft Products — a manufacturer of fall prevention equipment — is a purpose-driven company. They state, “Our purpose is to make every space a safer place.”

John O’Brien, CEO of HealthCraft Products, told me, “In a crisis, the mortality rate in hospitals increases by two to five times.” This is due to the busyness of the facilities, overworked caregivers, mistakes, and the increased chance of spreading the virus.

He then said, “The number one reason a senior — the people most at risk — are unexpectedly admitted to the hospital is due to an accidental fall in their homes.”

Making every space a safer place took on a whole new level of importance A.C.. John says their purpose is a unifying message for the team, especially right now.

How can your brand be of service during the pandemic?

Reframe Your Capabilities to Serve the Present Needs

Purpose has been a powerful tool for Sarah and I to reframe Sticky Branding’s services and capabilities after coronavirus.

On March 11, when the travel restrictions were announced, I recognized immediately that the world was being plunged into recession — a potentially devastating one. This sparked an immediate and visceral reaction.

I grew up in a family business in the recruiting sector. Our company would go up and down with the economy.

I can tell you in vivid detail what every recession, starting with the 1989 market crash, was like. Each of the spikes in the chart below is a story for me, but the one I am proud of is how our business overcame the Great Recession of 2008 and 2009.

Unemployment Rate

During the Great Recession, my family’s business bucked all the industry trends and grew! While our competitors were cratering, we generated a new customer a week.

A key lesson: if you rapidly adjust your business strategy to find new sources of revenue and clients, you can navigate the crisis.

When the lockdowns were announced, all that programming activated in me and we redefined Sticky Branding’s purpose: We help business owners and their teams conquer Covid-19 so they can come out of this crisis even stronger.

Our purpose helped us reframe our service offering and launch Crisis Marketing.

Sarah and I are more energized and focused than ever. Our purpose is our North Star to help us continually reframe our ideas, capabilities and expertise to be of service in an uncertain time.

How can you reframe your organization’s capabilities to be of service right now?

Purpose Provides Hope

Your company’s purpose can be a source of hope.

You may not be able to control what’s happening all around you, but you can work to achieve what’s in your control. Purpose gives direction. It gives you connection. And that gives you and your team hope.

You’re not alone. You’re working with a group of people with a shared purpose, and that will help your company rise through this crisis.

And don’t forget to save your seat for the Crisis Marketing webinar on Wednesday, May 13 at 12pm EST / 9am PST. I will show you where to find opportunities for revenue and growth during the coronavirus crisis. Save your spot.

Conquer Covid-19

Do you need a strategy to overcome the coronavirus? Let’s talk. Call me directly at 416.479.4403, or check out our Crisis Marketing services. Sticky Branding works with business owners and their teams to rapidly shift their business strategies, value propositions, and marketing strategies to develop new customers and sources of revenue.

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Jeremy Miller

Top 30 Brand Guru

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