Whether you realize it or not, you are telling a story about your business in every thing you do. Question is, does that story accurately reflect who you are, what you do and the clients you serve?
Every page on your website, every sales letter, every elevator speech, even every tweet you send – all of these communications tell the world about your values, attitudes and personality. It is up to you to put forth consistent, accurate and positive messages that reinforce your business story.
So, how do you take control of your story and make it one that you can consistently utilize to brand your business and galvanize your message?
First, pull out all of your marketing tools- anything that a client or potential client sees. Print off your website and any other online tools you use to reach your audience. Take a look at what you are saying and answer the following questions.
1. Is your story being told loud and clear?
2. Is your message consistent across the board?
3. Are you relaying the image your want for your business?
4. Do your core values show up in your materials?
5. Does your personality shine through?
6. Does everything make sense? Are you contradicting yourself or being vague in any area?
7. Are you being seen as an expert in your field?
8. How do things look? Professional or amateur? Corporate or creative (or both)?
9. What is missing? Is there something you know you need or an item that you are constantly asked for but don’t yet have a template?
Once you have looked over everything, ask a client or close friend (someone with strong business sense that will provide an honest assessment) to also review your materials. This may be a little scary, and possibly painful, but absolutely necessary.
Take the time to rewrite your materials so your story shines and redesign your tools to best showcase the special skills you offer to attract your ideal clients. Hire someone to redo your website to project your image, especially if you are moving into a new phase of your business. The website you created when you first started your business may not represent your current state. Do not be afraid to upgrade your image as you move along in your career. Having a site that reflects your story is essential to getting your message heard.
You will be amazed how much your business will soar once you are the one sharing your business story with the world.
