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.
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. Without clarity of purpose and direction, there is no motivation.