Acts of Resilience: How Brands Are Rising to Face COVID-19 Challenges Head-On
With most of the country under COVID-19 stay-at-home orders, we’re in a transformative period. We don't yet know all the ways we will change, but we do know we will get through this period of uncertainty – both learning and improving from it.
In the spirit of being transformative, I keep challenging myself to embrace the uncomfortable. I’ve always believed that if we aren’t putting ourselves in difficult situations, we’re not growing.
As the owner of a small business, this has been one of the most taxing seasons of my career. My team has been stretched in ways we didn’t know possible, but we are becoming a sharper organization for it.
I recently read about the game-changing companies that were founded during the last recession – disruptors like Uber, Square, Airbnb and Slack. It reminded me that now is not just a time to transform—it is also a time to come up with the next big idea.
As business leaders, we can look to other companies as sources for energy and inspiration.
One of the things that keeps me going is the resilience I’m seeing from our clients at Approach – and this spans all industries. Their determination tells me they’re not just getting through, they’re adapting and demonstrating strength.
Here are a few ways our clients are rising to face an evolving business environment head-on:
After having to close their physical doors temporarily, Donaldson Plastic Surgery remains in touch with clients by offering secure one-on-one virtual consultations to help patients plan ahead for surgical and non-surgical procedures as well as skin care consultations with its lead medical aesthetician.
United Planet Fitness, a franchise within one of the nation's largest chain of gyms, was one of the first to offer free online fitness classes through the company's Facebook page to anyone, including non-members.
Raising Cane’s Ohio is taking a grassroots approach to community support during this time, deploying employees to conduct food drops at area hospitals, nursing homes, animal shelters and anywhere else where people are working on the front lines of this pandemic. They’re also working with local food banks to place free meal cards in the hands of people who need them most. Moreover, they’re running an “Everyday Heroes” social media contest, where fans can nominate heroes, such as teachers, healthcare workers, first responders and anyone else working to support the community amidst COVID-19.
The Ohio State Medical Association is hosting a telehealth webinar and advocating for providers on behalf of Ohio’s medical community. They continue to push critical information out to member and non-member physicians around the state related to COVID-19 policy updates.
Based on my experience working alongside companies of all sizes through various economic cycles, I will be watching to see how businesses get creative with their “comebacks.”
Our own team is getting a head start by bouncing around ideas for when our clients enter their next phase. We’re thinking about ways we can celebrate the heroes who stood up to COVID-19 and the creative marketing campaigns that will emerge around reconnecting with friends and family.
Perhaps this is a time to step back and pause, to ask ourselves, how can I transform? Reinvent? Rise up? Come back?
I know this to be true – when this season ends, and it will, we’re going to be stronger for it. What are you doing now to come out on the winning end?