Every company story starts with a founder’s vision, the “reason to believe.” Whether you’re a family-owned business, a startup or a non-profit, aligning your organization with your ideal customer is key to growth and success. The following stories share a renewed sense of purpose and direction.
Over time (and generations), family owned businesses often lose sight of the founder’s vision and begin to react to growing competition. They try to compete on many fronts instead of focusing on what they do best. This lack of clarity impacts employee morale and their bottom line.
Understanding what business you are building and whom you are building it for (ideal customer)is key to creating brand awareness and generating social media buzz. Understanding who you are and who you are not, keeps you focused on your key differentiators instead of trying to be “everything to everyone.”
Most non-profits have a strong social mission but instead of talking about how their mission impacts the lives of their constituents, their messaging is typically a lengthy explanation on what they do and how they do it. The lack of a clear differentiator makes it difficult to generate interest from constituents and potential funders.
“Thank you for leading us through your branding process. You have helped us make significant shifts in our thinking and jump-started us in a way we could never have gotten to on our own. As a result, we are now moving in the right direction and our organization has renewed energy and enthusiasm.”
Janet F. Teixeira, M.S.S., L.C.S.W.
Cancer Care Connection
» more testimonials …