Presentation is everything.
It’s the way a gourmet meal looks on the plate, what you wear for a job interview, or the tidiness and odor of your hotel room when you open the door.
The same rings true with a corporate brand.
Your brand is who you are. When your brand presentation is clear, people understand who you are and what you stand for in the world. On the other hand, when your presentation doesn’t make a great first impression, you must prepare to deal with the fallout.
This is why when we work with clients, we often need to stress that how you present your brand externally is different from what you say internally. Externally, you speak to shareholders, partners, and customers.
We believe external messages must address these four questions:
- Who are you?
- Why do you matter?
- What do you do?
- How do you do what you do?
You communicate these same ideas to your internal audiences — your employees, foremost, and, secondarily, your board of directors. But you have to tailor them for each audience. Not only does the way you communicate your brand connect your stakeholders to your strategic goals and objectives, it also affects your ability to be a sought-after employer and great place to work. You’ll attract and retain great people when you socialize and operationalize corporate strategy in a way that employees can understand and relate back to why it matters to them.
So how do you get to a place where you can communicate simply, strongly, and boldly?
You create the right message for the right audience and the right message for the right time.
Recognizing The Need for a Refresh
First, ask yourself, “Can we easily articulate who we are and why we matter?” More specifically:
- Is our story simple?
- Is it externally focused? Internally focused?
- Is it easy for people to know everything we offer?
Or try some more tactical, capital investment questions:
- When is the last time we invested in a brand campaign?
- How is our lead gen?
- Are we investing in content?
Maybe the easiest question to answer is this one:
- “Can everyone in the company, even outside of the sales organization, give the pitch with confidence? Can they do it in 10 slides? Would it be consistent overall?”
Time for Change
If you don’t like the answer to these questions, you need to change how you present your brand.
It’s time to bring someone from the outside in to freshen up your story and your presentation so you can to start the new year in full alignment.
We’re here to help.
Emotive Brand is a San Francisco brand strategy and design agency.
Originally published at www.emotivebrand.com on January 3, 2018.