Rarely are companies’ brand purposes tested in such tangible, immediate ways—but the COVID-19 pandemic offered that very moment to LP Building Solutions. Our purpose, Building a Better World™, had guided us in the years prior to 2020, but it was uniquely tested with this year’s challenges. As the comfort of home became increasingly important we sought to put our communities and customers first in new ways, serving them with the need for resiliency and safety in mind.
Even in years comparatively less eventful than 2020, our brand purpose has always driven our decisions. We test our strategic business plans against it and use it to ensure we’re moving forward in alignment with who we are. Our purpose informs our products, marketing and every touchpoint of our business.
In the construction market, “business performance happens when you have an executable strategy. A strategy is centered on purpose,” says Brad Southern, CEO, LP Building Solutions. “Our brand purpose rallies our LP team members to the ultimate reason we exist as a company, and it communicates why we do what we do to our customers and the communities we serve.”
With a clear brand purpose guiding us, we were able to respond to 2020’s challenges quickly. But a pivotal moment happened as the country deemed key industries essential. “Building products manufacturing and home construction being designated essential services demonstrated the importance people place on shelter and community,” says Southern. “The strength in housing during 2020 demonstrated the ability and commitment across the supply chain to serving our customers and communities.”
We worked to protect the health and safety of our workforce so that we could continue to participate in the essential building and home construction industry. LP was able “to supply critical components to the manufacturing and upgrading of homes, which hopefully provided comfort to people as they sought the safety of their home environment,” adds Southern. “All aspects of the supply chain worked tirelessly to keep things going.”
However, Southern reflects, “it is not easy Building a Better World from your home office! Engagement, innovation and inspiration comes when people can interact in a community.” Along with everyone around us, we quickly adapted to the virtual world while yearning for a return to normalcy as soon as possible.
Southern mentions that virtual tools developed during this time served a critical purpose. “Activities from builders ordering product to potential home buyers touring homes have effectively moved online,” he confirms. For example, building professionals were able to continue learning and growing by participating in virtual training sessions. Even with effective virtual means of doing business, “I hope the coming year allows much more direct person-to-person and team-to-team interaction,” Southern says.
As we enter 2021 our mission remains central, though we’re bringing learnings from the COVID-19 pandemic and response along with us. Ultimately, Southern reminds us, “LP products contribute to the structural integrity and aesthetic beauty of the home. That reinforces the safety and comfort one finds when home.” LP anticipates many homeowners may be wondering, “Is now a good time to build a house?” Even during a pandemic, we have seen reasons to continue with home construction.
Because of our central purpose, “COVID-19 has made our mission to Build a Better World even more critical and more important to our customers,” says Southern. As the people and communities we serve become more appreciative of the safety and comfort their homes provide, we grow only more passionate about providing building solutions that builders and their clients—the families living inside the homes they build—can rely on.
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