A smart leader once said, never waste a good crisis - and at the moment, it appears you have a crisis of identity. The great thing is you have a lot of room for improvement! Now is the perfect time to gather your team, regroup and reset.

The first place to start is at the bottom - the foundation - of your brand. Work together to define your purpose (your why), core values (your how), and your key offering (your what). This will set the stage for your entire brand strategy.

It's not easy and it can feel like a daunting task, but building a proper purpose-driven brand strategy will set you up for greater success in the future. Decision making will be easier, you will attract the right people (employees and customers) and you will be more profitable - all while doing good for those you serve.

A smart leader once said, never waste a good crisis - and at the moment, it appears you have a crisis of identity. The great thing is you have a lot of room for improvement! Now is the perfect time to gather your team, regroup and reset.

The first place to start is at the bottom - the foundation - of your brand. Work together to define your purpose (your why), core values (your how), and your key offering (your what). This will set the stage for your entire brand strategy.

It's not easy and it can feel like a daunting task, but building a proper purpose-driven brand strategy will set you up for greater success in the future. Decision making will be easier, you will attract the right people (employees and customers) and you will be more profitable - all while doing good for those you serve.

It's difficult to know what you don't know, but at least now you know you have some work to do. Start from the beginning and take a tally of what you have and what you need to work on. Start with your purpose, then your values, your vision, and mission. If those are solid, you may have more of a messaging or positioning problem. Nothing is too difficult to solve. You may just need a guide to help you work it out.

Try performing a gap analysis to identify some priority areas. How much distance is there from where you are now to where you want to be? You may likely find that there are many areas in need of improvement. You can set priorities for which ones to address first based on criteria such as which ones will move the needle the farthest and fastest with the least amount of resources required.

It's difficult to know what you don't know, but at least now you know you have some work to do. Start from the beginning and take a tally of what you have and what you need to work on. Start with your purpose, then your values, your vision, and mission. If those are solid, you may have more of a messaging or positioning problem. Nothing is too difficult to solve. You may just need a guide to help you work it out.

Try performing a gap analysis to identify some priority areas. How much distance is there from where you are now to where you want to be? You may likely find that there are many areas in need of improvement. You can set priorities for which ones to address first based on criteria such as which ones will move the needle the farthest and fastest with the least amount of resources required.