Living Out Your Brand in a Crisis

This week, the Executive Director of a non-profit organization we're working with on a rebrand with told me that she’d heard, “It’s a great time to rebrand.” I’d agree – mostly because it’s a critical time to live out your brand – and if you don’t know what it is, it’s the right time to define it.

Ironically, in a “the shoemaker's kids have no shoes,” sort of way, we’re in the middle of needing to revisit our own brand, as well. No time like the present, right? In January, I started the process by going back to the very beginning: redefining our mission and vision and remembering our 'why' (see point #5 to find out what it is). And right now, I’m so glad that I did. As a leader trying to navigate this unchartered territory and figuring out why brand matters right now, here’s what I’m learning:

1. Keep connected with your team.

Our frontline brand ambassadors are our team members and we’re called to care for them first. I’m learning what this means, in a trial-by-fire sort of way, just like you are. Number one – let’s make sure that we know who is okay and who is not. This is a time to ensure we have what we need, to work at home well, and finding solutions for gaps. It’s also a time to share what we have as much as we can while staying safe. One of the ways I’m trying to keep us connected as a team is by scheduling daily non-task-driven team video "coffee breaks” to help replace some of that casual checking-in sort of conversation we naturally have at the office. We started this week, with 15-minutes in the morning and 15-minutes in the afternoon.

I can’t say this enough: USE VIDEO. I love seeing everyone’s face on my screen.  Everyone is learning as we go and (especially in a time of extreme physical distancing) we need each other more than we did before. When we get back into the office, let’s not find ourselves as strangers, feeling like all we did for our time apart was work on disconnected tasks. Instead, let’s find ourselves more connected than we were before this crisis started!

2. Love your people.

For me, this means caring about and for our clients. Right now (as always), I’m conscious that we’re not predatory, but supportive – because when panic sets in, we humans can be a grabby bunch, can’t we? The toilet paper crisis of the last month demonstrates that if nothing else.I’m trying to find a way to put in place intentional check-ins to see how those we serve are being served well – and, honestly, if they’re okay and their team is okay. Loving your people matters.

What we planned on doing a month ago may not fit a non-profit organization’s needs today, and living out our brand means being flexible, collaborative and resourceful – finding ways to care for them as they need to be cared for. It also means praying for them and for their donors. I’m trying not to look at this as an us/them situation, but rather, as a family crisis and a we-situation – with a focus on being there to help find solutions and make them happen.

3. Remember your values.

For our team, this means choosing to intentionally stay true to our core values – even when we’re stretched. These are stressful times. We’re all there! But if our brand values these things on good days, we have to value them on tough days, too.

Our values mean that right now we’re committed to staying honest, humble, kind, and smart, growing even more skilled, choose to be hungry and growing instead of freezing up in fear. We’re always clarifying out what these look like worked out with our internal team and what they look like worked out externally.

4. Stay human.

When we’re working through a 2-day Brand Intensive, I often tell clients to consider their brand as a person. Who is that person? What is their personality and character? Who do they serve? This helps them understand that their logo, colour palette, imagery, and photographs are an expression of that brand – or the clothes the brand wears, as a reflection of who they are.When we get super task-driven, it can be easy to forget that, just like us, our brands aren’t static. Right now we’re figuring out how to live out the brand in a new context and culture. I’ve asked my team to remember our brand characteristics of agility, resourcefulness and flexibility, and extend extra grace right now. We’re all not sure what happens next but we’re in it together. (Note: Making this commitment at home means that I’ve had to apologize more than once – and it might mean the same thing with my work team.)

5. Remember your why.

Right now, it’s easy to worry about an uncertain future. Or to stay busy so that we don’t worry. Instead of worrying, or avoiding worry, about what comes next, we’re doing the next right thing. Remembering why we’re doing it is so important – and for our organization, our brand, it means living out our mission: to identify and communicate where God is at work in the world, and equip and encourage people to join Him there.

How we do this is through building strong foundations and developing innovative tools and processes to clarify brand, to connect with core audiences, and to communicate consistently and clearly. Right now, that matters more than ever. Now that we’re through the initial crisis point, I’m trying to think of our 'why' in terms of the right now and what’s next (in the two-month future, at least). What can we build now, to stay nimble in the upcoming months? What are the implications for the people we serve? What needs to be supported? How do we stay true to our core, but think beyond what we’ve always done, and the way we’ve always done it?

I’m praying for our team to remember that we’re people that have been equipped to support world-changing clients, and advocate for those who are suffering, struggling, marginalized or living without even basic needs, and bring real hope. Another way we’re doing this is by identifying alignment and jumping into collaboration with other organizations committed to serving the church and ministries. Hopefully, we’ll have news to share with you on that very soon!

6. Communicate your brand.

In a crisis, it’s hard to know what to talk about on social media. First, review any content that you had planned to post because it might come across as a bit “tone deaf” as donors face work layoffs and people are still in flight, fight or freeze situations. Also, remember, we’re grieving our way of life right now. We’re going to get past this but caring for our people means communicating well with them.

For us, we’re looking at our social content and making sure it aligns with our brand personality and character, our values and our 'why.' What a great opportunity to revisit business-as-usual and get refocused. Stay tuned as we make sure you get to know us as a team and as an organization so that we can connect with you better!

Friend, this too shall pass. Let us have stronger teams, brands and legacies when we emerge from it.

Warmly,

Ellen 

Ellen Graf-Martin - Founder/President

Ellen Graf-Martin