July 24, 2013

Is it time to review your company message?

We’re all competing for attention in a world of 24/7 news cycles and information overload. In order to gain brand awareness and market share, it’s critical for your company to have a clear, compelling and impactful message.  The reality is that few companies are able to devote the time and resources needed to tell a story in a simple and attractive manner.  Executives can be indifferent to messaging summits or hiring outside resources, both of which might be needed to achieve the desired results.

So how do you know when it’s time to review the company message?  Even startups can find themselves using outdated messaging in a time when technology is evolving at light speeds.  Some obvious indicators include a rapidly shrinking sales funnel and lack of press coverage.  At the same time, thanks to an easily digestible message,  a competitor is securing high profile media coverage.

If this is the case for your company, it might be a good idea to present a preliminary analysis to executives with the recommendation that it’s time to conduct a message review.  Since this can be a sensitive subject, make sure you’ve done the necessary legwork and are prepared for push back.  But when you get the green light to proceed, consider these tips to help ensure success:images

All-In.  Since the new message will permeate throughout every department, it’s critical to require the participation of all key executives.  This will help ensure that the message is supported across the entire organization.

No Sacred Cows.  The exercise will only work if everyone takes an objective approach to determine the best message based on your target audience.  Anything less will prove fruitless.  There should be no topic that is off-limits.

Nothing Personal.  For executives involved with creating the current message, the idea of change could be a blow to their egos.  Make it clear from the start that the review has nothing to do with personalities but is necessary to achieve strategic business objectives.

Proposing and conducting a company message review can present risks; but, if done correctly, it could also position the company for long-term success.

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