BUILDING BRAND IN AN ECONOMIC STORM.
Trials come. We are going to give a ton of advice over the next several weeks more than ever in order for you to thrive and prepare yourself when this storm passes.
Strong brands with solid foundations are ready for the bottom to fall out, why? Brand, values, training, are what hold you up. How do your employees communicate, act, post on social media during a crisis? How do your employees deal with consumers/customers/clients when they are scared. Is your business socially aware? Have you trained for this moment?
In a restaurant this morning – with NOBODY else in it – I took the opportunity to train staff on hygiene, how to clean, gloves, how to speak with people – this is at an International brand – HUGE. Management has missed the boat. Training matters – it never stops – good brands do it sporadically – EXCELLENT brands are always in a state of training of some kind. We talked with employees about how to speak to customers who are afraid, how to put things away, wearing gloves – signs of understanding the environment and being aware of needs.
THIS IS THE TIME TO START. The uptick will come, the trial will end and the storms always pass – use this time to train, restate core values REPEATEDLY, know that your employees don’t just ‘know’ – don’t ever assume anyone knows or could use a reminder.
This is why CORE VALUES ARE SO IMPORTANT. NEVER STOP TRAINING. Your values act as a filter for social media posting in a crisis (Post on this coming in the morning), filter for communicating, how often you communicate, how to be aware etc…Use this valley as an opportunity to reinstate brand values, share them and help your employees and yourself to get through this trial and be prepared for the next.