Your company’s “brand” is what people say about your business when you’re not around. It’s your reputation.
In most cases your company’s brand or reputation is based on:
- What people think about your space.
- What people experience about your space.
- What people are told about your space by others.
- What you tell people about your space.
And it’s usually a combination of all these things.
You have limited control over what people say about your space. But you do have control over what you do (the services you offer), how you do it (the experience), and what you communicate (your marketing).
What story do you want people to have about you? Chances are, it’s ephemeral and in your head. You’re leaving it up to the world to tell a harmonious story.
And people—including your own staff—are probably getting it wrong.
What if you could write your own reputation? We’re not talking about propaganda, we’re talking about formalizing your brand story into writing.
It should include where you started, what you believe, what you do, and where you’re going.
My humble suggestion is to write it down. Put it on your About page (often the second most visited page on a website).
It has the dual benefit of helping you achieve your vision as well as helping the public know what story to tell.
But isn’t this a bit “woo woo”?
On the contrary, I think it’s one of the most practical things you can do. When you write your brand story down, the rest of your marketing becomes easy.
Your messaging is simply an off-shoot of your core story and philosophy.
You will also make operational decisions around that story. It becomes a self-fulfilling prophecy.
So, what’s the story you want people to tell? Even if you are far away from achieving your mission, the first step is making your vision tangible.
Here’s an outline you can follow to get started:
- Who owns and operates the business?
- Why did the founder(s) start it in the first place?
- What’s the company’s mission or north star?
- How does your space deliver on that mission?
- What does the future look like?
Fortune favours the action takers. If you write your story and would like to share it, I’d love to hear it.