Several years ago, a boss I worked for decided to have an end-of-year company strategy session to do some brand identity.
Figure out who we were and what we’re about as a company.
It’s all good stuff. But it struck me that this person had launched the company and was running it for five or six years and couldn’t answer that for themself. This person truly needed someone else to do it for them.
That’s not good.
What’s your company about? What’s important to your company?
It should be a big-picture statement. Like, “My company makes the world a better place because we make (products) that help other companies be successful.”
Most importantly, how does what you do help your company do that thing or those things it’s all about?
Finish this sentence: I elevate my company’s brand by _____________________________.
And this one: I make my company better because _________________________________.
Now, try this one: I could make my company better by _____________________________.
Go do it.