Twitter has made people reconsider lengthy, rambling, navel-gazing essays. Sometimes brevity works, sometimes it merely confuses. Can you do brevity? Can you describe what you do?
I am not talking about your mission statement or strapline (Apple doesn’t seem to need one), rather a core description of what you, your product or service, your organisation is all about.
This exercise is obviously useful for marketing, presenting and introducing yourself effectively at those dreaded/dreadful networking events with a breakfast thrown in. But it is also very good at focusing your entire team on the essence of your business and not all the non-essential, cost-heavy activities that drag on profits and distract from what you or your organisation is really all about.
Politicians often find this exercise very challenging. Eliminate all the “What we are not” definitions and concentrate on identifying a positive “What we are, what we do” message/summary.
Of course, the 3 words should also be in the language of your clients rather than your jargon!!
Update: Some organisations are now suggesting you opt for picking just ONE verb or adjective to describe your brand.
Volvo has safety. Disney entertains. Nike inspires.
Politicians, business owners, partners – what one word describes YOU?
Are you looking for help with your messaging? Drop me an email and we can chat: [email protected].