What does your company do?
Hopefully, that’s an easy question for you to answer, but is it clear to your employees, vendors, and customers? Would all groups answer the question the same way? Or would they base their answer on their personal experiences?
For example, let’s say you own a glass and mirror company. You provide custom solutions for glass, window, shower and door needs. Someone who bought their front door from you may describe you as “a door company.” Similarly, one of your employees who cuts and frames mirrors may tell his friends and family that he works for “a custom mirror designer.”
You see the problem. Not only are the various answers limiting your brand, they’re also causing you to (1) miss potential referral business, and (2) lose out on repeat business from current customers.
That’s why it’s so important to clearly communicate who your company is and what you do.
Here’s a little trick: Make it simple. Simple things are easy to remember. Practice how you would describe your business to children, and you’ll have a much easier time explaining it to other adults (and they’ll have an easier time delivering the same message.)
Once you’ve got that simple message down, repeat it often. Don’t hide it in a computer file or on a page of your website. You should use it every time you have the opportunity to describe your business – to employees, friends, referral sources and vendors.