Just as you, as an individual, have your innate gift, so, too, should your corporation have a unique offering that distinguishes itself. We call it a brand.
What is your company’s brand, your offering that distinguishes you from your competitors? This answer creates the “brand—your company.”
If you can’t define who you are and what makes you special, don’t expect the market to do it for you or to get it right.
And don’t ever think that you are not special. All human beings have great potential. The question every leader asks is “How do we tap into this enormous potential?”
Start by asking your team the following questions:
1. Do you have a clear idea of the vision and mission of your company?
2. What are the big roadblocks preventing you from working at your best?
3. If you were the CEO of the company, how would you run it differently?
This exercise usually reveals two key points. First, we underestimate people’s capabilities. We all have innate gifts. Second, without clarity of purpose and direction, there is no motivation.
Engage your team to define your company’s brand, your offering that distinguishes you from your competitors. This process helps the team to be clear about the company’s unique selling proposition and understand how their work impacts the business.