When an organization innovates one of the first things that falls short is organizational dialect. If you are a team member, you may be hearing one thing from management, but your brain is recalling something else. Unless you are a real shapeshifter, chances are that you will wait until you hear definitively what the new company spiel is before refining your version of the elevator pitch. The problem can be getting there.
When I was a kid I used to love wordfinds. So when I was thinking about this topic, a wordfind came to mind. The best way to find your word is to look for the first letter and then do a 360 degree scan around the letter. Similarly, one way to start the process of finding your organization’s voice again… is to look all around. Here are some examples of ways that I like to like evaluate positioning and content assets that are critical brands. Ask yourself:
☐ Do we have a set way of talking about ourselves that would clearly define who we are, what we do, and WHY we do it?
☐ Is our mission statement entirely relevant for the organization now and going forward? Are we using it to guide the actions and decisions that you are empowered to make on behalf of the organization?
☐ Do we love our visual identity? Can it be universally applied? Do we have equity in this mark? Are we able to use our current identity to market ourselves in today’s digital world and in a way that is practical?
☐Do we have a vision statement? If yes, is it still relevant?
☐ Do we have a tagline that could help us brand the organization? Have we identified way in which we can use one?
☐ Do we have elevator pitch? Do I personally have this memorized? Could I use this to garner support for the organization?
☐ Are our services or programs grouped in a way that is easy for the audience (not just yourselves)?
☐ Is the experience when someone calls us on the phone, visits our website, or tours our facility an accurate reflection of our brand and who we are as an organization?
☐ Do I understand who our audiences are and do I understand what our audiences stand to gain from our organization?
☐ Have we defined our values in a way that will help guide our organizational culture into the future?
If you answered NO to more than 4 of these, it may be time to consider your company messaging.
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