Take COVID as an opportunity and use it to build your personal brand: Sadiya Khan

The COVID crisis in India has had most of us navigating uncertain times and working out innovative solutions to deal with the challenges. As a PR professional and the founder of my own business, I'm facing these challenges too. Though the three-month nationwide lockdown is finally over, the economy is at a severe low and few organisations or individuals are thinking of campaigns.

However, challenges offer us a chance to become the best at what we do. That's why I would like to address one way in which you can benefit yourself or your clients (or both). That's by moving into a brand-building exercise for a single self - a personal brand. The COVID-19 crisis has left us with ample time to delve into this exercise.

This writeup is an interpretation on how to do it right, with due examples from the industry:

1. Focus on CSR strategies

A socio-economic and health crisis, COVID-19 is a time when we need to bond together as individuals, brands and corporates and do our bit. As a PR professional, I'd add another caveat to this - make your efforts public and let them define you.

Sonu Sood's initiative to help migrant labourers reach home was a laudable move, it also added to his brand as a humanitarian and philanthropist. Select large companies who paid full salaries, Zomato's initiative to deliver food kits to the needy, COVID relief funds and spends on safety measures are all adding to a corporate's brand value.

2. Build humanitarian strategies:

Every crisis is an opportunity, an opportunity to do your bit, especially for the people around you. Ensure that your work strategies, operations, marketing and communication strategy for your professional self are in sync with this call.

Consider ways to tie up with NGOs, government officials, government agencies to contribute ideas, products. Uber, Ola offered rides to doctors; Zomato, Swiggy and other restaurant aggregators started delivering grocery. Facebook announced a $100 million grant for 30,000 small businesses worldwide, while Pernod-Ricard and Bacardi began manufacturing hand sanitiser from their distilleries.

3. Contribute your knowledge skills

Don't see new business lining up? Instead of catching the gloom train, consider how you can contribute your knowledge and skills for others. Organise and arrange online courses, webinars, zoom lectures and live chats for your peers, audience and industry fellows.

Bridge India, Deloitte India and CRY have held webinars in the last two months for COVID preparedness, skill upgrade and knowledge transfers. Most e-learning platforms are offering free courses too. There are also many professionals like beauty salons that are offering makeup courses online to keep in touch with their patrons.

Consider how you can best share your skills and build popularity and brand value for yourself. You can begin with simple food recipes, excel sheet tutorials, online drawing classes and others.

4. Be an active participant:

Even if you're not the one sharing the knowledge, you can begin by becoming an active participant in other online events. Follow and take part in webinars, online events and occurrences from your industry.

Trade platforms are organising and hosting virtual meet and greet events to get business leaders to network, build connections and give some perspective of the post-COVID economy. The Indo-American Chambers of Commerce has had industry insiders talk about diverse subjects around immigration, Indo-American ties and focus areas.

The nationwide lockdown has helped us with ample time as we reconsider our next moves. Even with an economic crisis underway, establishing connections will allow you a firmer footing for the long way ahead.

5. Showcase your innovation:

The best manner of showcasing your skills and achievements is by building your brand - a highlight for your core values, how your thoughts shape your actions and how you can benefit others who seek to make alliances with you.

Think of ways to use the constraints of the current times to show your personal brand is the way I recommend to my clients too. Go ahead and invest this time in connections, building a repertoire of information, a website and professional pages.

The current COVID-19 crisis has made us pause, and given challenges and thrown us out of our comfort zones. Take this challenge as an opportunity and invest the needed time in resources, opportunities and networking to build your personal brand. Use these five techniques and make the most of a tough situation - I promise that you'd cherish it!