Regardless of your industry, your business or organization has a story. This story is made up of the personal impression you have made (or those who work for/with you), copy on your website, your printed materials, your logo, your tag line and your overall digital presence.
It can even run as deep as what you do publicly outside of work. The big set of questions are: What story are you currently telling? Is this the story I want to tell? Why is this important?
This could be a very long post if I covered everything, so I am only going to highlight some action items to address the three questions mentioned above. This will help you get started with the process of unlocking your story.
What story are you currently telling?
To find this out you will want to schedule a couple blocks of time to evaluate what you currently have online and in print. Basically in technical terms you will create a digital audit. Compile this however it makes sense (word doc, excel, cloud doc, etc…). Here a few things to look for:
- Is the description of your biz or what you do consistent in language on your website, social platforms, print media and local listings?
- Does your logo and images represent what your company does, what services or product you provide and seem interesting?
- Do all elements look polished and professional?
Is this the story I want to tell?
Not that you have done some homework take a look at all that is out there. What story is it telling? What message is it communicating to potential clients?
If you can see through the eyes of your ideal client, this will allow you to see if you are hitting your mark or if you have blind spots in how you are presenting you, your business/org and what you are offering. If need be find a few trusted people and ask them to give you honest feedback.
Why is this important?
The reason all this matters is because this is what potential clients, customers or donors are seeing. This is what is forming their instant impression of you and will either attract or repel. If your messaging is inconsistent, messy and does not have cohesion, that is what viewers will take away as a subconscious impression of how you do business.