Overcoming Six Feet of Separation

We are all relational beings and as we weather this storm together, here are six tips we can remain authentic as a brand while staying “six feet apart” from our customers:

1. What are you in the business of ‘selling’?
   • There is no better time than now to reflect on the ultimate purpose for your company’s existence. While products / services are the tangible goods that generate revenue for your business, your company should stand for more than that. 
   • What is your vision (ie. what impact your company hope to have in the society; the ‘some day’) and your mission (ie. what you are doing today’ to achieve the ‘some day’)? 
2. Do you have a plan?
   • Budget Plan. Do you know your reserves? Are there any alternative sources of revenue? How are you taking advantage of the SBA Disaster Relief Assistance? Check this link for resources.
   • Communication Plan. How do you continue to stay relevant and connected with your staff and customers whether you are closed temporarily or operating as normal? 
3. Your best brand advocate.
   • If you have a team of staff, they are the people you need to communicate your plans with on a daily basis. Are you getting them involved in some problem-solving decisions? How do you care for their welfare beyond cutting them a paycheck (if you are even able to do that)?
   • If you are a solopreneur, your family and your trusted friends are your support system. Don’t weather your business challenges by yourself.
4. Your next best brand advocate.
   • If you are an essential business, how are you communicating with your customers beyond a business transaction? Do they know how you are caring for your employees? Do they know how you are keeping them safe if they need to interact with you (and your staff) face-to-face?
   • If you are not a non-essential business, are you keeping in touch with your customers via the website, social media channels, emails, phone call, or even a card? This is where you need a Communication Plan.
5. Be Real.
   • Your staff and customers relate to you as a person, not as a company. Are you taking the opportunity to share your vision and mission for starting this business to begin with? 
   • Be real (not defeated) about how the current situation is affecting you. Authenticity will allow you to build rapport and improve the quality of your communication.
   • Learn about defining a Personal Brand, a section in my upcoming book titled “One Game Changer to Boost your Business“. 
6. Be Aware.
   • Empathize and acknowledge the challenges your staff and customers are facing.
   • Identify their needs (eg. bored, fear of getting infected, lonely/isolated, reduced income, etc.) and consider how you can meet that need. 
   • DO NOT exploit the fear of people to make money.