Knowing your audience is the key to business success. But do you know your business?
Businesses spend significant amounts of time, energy and money in researching, profiling, segmenting and targeting their preferred audience. Many businesses choose to create or visualise a target audience persona. The IDEAL customer!
This provides a framework for content creation. It helps establish tone of voice. Dictates a myriad marketing and advertising approaches.
But do your customers really know who you are? Do your employees know who you are?
The real question is, do YOU know who you are?
Without getting pseudo-philosophical about it, really knowing who you are, knowing your business, identifying what makes it tick, is just as important as segmenting and targeting your audience.
Mission statements are great. Values are wonderful. And many businesses live and thrive as a result of carefully crafted set of core values. You gain identity, staff buy-in and a framework that underpins daily tasks and exchanges with internal and external stakeholders. It will even guide your business strategies.
It’s great if you have it.
But what if you don’t?
Time Is Of The Essence
Not everyone has the time to spend on going all kumbaya around the campfire on a company retreat in order to create a set of values that define the business.
To establish a mission statement that truly defines your operation takes time, reflection, evaluation and motivation. You have to be willing to commit to the process and acknowledge the benefits of doing so.
But what if I told you can get all of this IMMEDIATELY and without the kumbaya retreat?
Keep It Quick And Easy
These 6 quick creative tasks will get you thinking about your business. They will help you define your identity. You will know who you are and what your business stands for.
Most importantly, you can feed the results into your daily operations and exchanges with staff, customers and suppliers.
It will transform the way you are perceived. And the way you and your staff perceive the business.
1. A picture tells 1000 words
Take photographs of your business: employees, customers, processes, daily exchanges. Find one that encapsulates what your business is about.
- Does it epitomise your mission statement? (If you have one)
- What does it exemplify/demonstrate that summarises who you are and what you do? (Could you derive a mission statement from the image?)
- Will people be able to arrive at this conclusion without a caption under the photo?
2. Every picture tells a story
Keeping the picture theme, tell the story of your business, daily practices and exchanges through a visual storyboard of photos.
Pin it up in your office. Display it in the foyer or reception. Make it the header image across all your social media channels. Write a post about it. Share it.
Everyone loves a good story!
3. What's your status?
Imagine your business was a person.
Just like you’d imagine your ideal customer as a person. (Assuming ALL your customers are people, this shouldn’t take too much imagination)
If your business was a person:
- What would their FaceBook status be?
- What would their profile look like?
- What do they read, listen to, watch?
- Where have they been?
- Who are they friends with?
Understanding your business' personality and character is key. Clients can identify with you and you with them. It is easier to sell/buy into a story and persona. Create one.
4. What would you do?
Imagine a series of worst case scenarios that would have a major impact on your business.
What would you do? How would you alter your behaviour/practices to keep the business running and turning a profit?
Try these example scenarios:
- Imagine having no computers
- Imagine having no electricity
- Imagine having no office
5. 140 characters
Using only the original length of a tweet:
- Sell me your business
- Describe who you are and your role
6. What are you not?
One simple way to define your business, role, vision, is to state categorically what it is not.
Whenever you're stuck trying to figure out what to do, spend time exploring what not to do.
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Written by Gareth Alvarez, Content Marketing Manager.
Gareth has years of experience developing content for a range of online brands across multiple channels.
To get in touch with Gareth, you can email him directly on email@example.com