If you were to describe what it is that your business does in eight words, what would you say? Would your answer sound the same as the receptionist or intern’s answer? How does it compare to the person that has been with the company for ten years or more?
If you took the time to ask everyone in your organisation, you might be quite surprised to find out what the rest of your team are saying. What your team is saying, becomes the message that is communicated internally and externally, to friends, customers and other stakeholders. It has a direct impact on how your business is perceived and influences your company’s reputation. The perception of what your company does is not necessarily the truth, but it is that person’s reality which becomes their opinion that is communicated to people around them.
A few years back I realised with a shock that we didn’t have a succinct USP, our ‘eight words’ were all rather muddled. I recall asking the team to share a voice note with me describing what we do in eight words. Everyone’s voice note was quite different and varied a lot in length. Clearly, we definitely needed clarity on our eight words.
I really didn’t want to dictate what the eight words should be and I believe in being collaborative and involving the team in key decisions. If everyone is on board and gives their inputs, the chances of them buying into it, and adopting it as their own, are much greater. So at the next strategy session, we set time aside to work out what our eight words are, combing the USP and our vision. The reason for this is so that when we share our USP, we automatically share the bigger vision of expanding operations into the rest of Africa as well. Our agreed eight words: Africa’s go-to reputation specialists building resilient businesses.
At your next team meeting, why not ask everyone to take a few minutes to write down what they consider it is that the business does.
There are a number of reasons it is so important to be clear in your offering:
While you are crafting your eight words, it is also a good idea to review your communication material and check that everything aligns to the eight-word principal of describing your business. Also, remember to check your internal messages and don’t neglect your induction pack for new employees. Consider finding out what your other key stakeholders think your business does, because it will help you to know if you need to re-align key messages and identify gaps in your communication initiatives.