Get to Higher Ground: The Power of Branding Your Organization
The importance of finding Higher Ground has been recognized for over 2,000 years in military strategy. Reaching the high ground offered an elevated vantage point, enabling surveillance of the surrounding landscape. It provided protection from enemy fire, and allowed leaders to prepare troops for what was to come, giving them a clear strategic advantage.
The daily struggle of endless hand-to-hand combat on lower terrain wore down soldiers and limited their perspective, diminishing their ability to see their opponent and the ground that had been taken.
The same principles apply to business. Sometimes the day-to-day challenges of running a business make us forget how we got here and where we are going. Battle weary entrepreneurs sometimes need an outside perspective to help them move upward.
Having an expert partner with you in the branding and identity process gives you the viewpoint needed to understand how far you've come and to reflect your true value as an organization. This process takes you out of survival mode and onto the higher ground that gives you the vantage point to clarify your values, goals, and purpose.
Some processes that help you get to Higher Ground:
Developing some current case studies that illustrate your team's growth, innovation, and capacity. Acknowledging how your skills have evolved helps you have an accurate view of your value and experience.
Upgrading your organization's website to reflect the experience, capabilities and value of the business. Make sure your website doesn't look like it belongs to a startup that was created six months ago, but give it the content, thought and branding sophistication to reflect the expertise and defined culture of your organization. Make sure your website is a powerful communication tool that you're proud of.
Evaluate your pricing - does it reflect the true hours you are putting into it, and the complexity and scope of the services being provided? Does your pricing need adjustment to stay aligned with the current market conditions?
Spend the time developing your company culture and the communication pieces that support it. Developing strong mission and value statements, compelling content that tells the story of your company and its history, and social media posts that connect the ethos of your organization with the needs of the customer. Building relationships with outside organizations and non-profits that you partner with shows that you support a larger community that gives you a greater purpose and holistic vision.
Examine your target market - Look at the size of the market you're targeting and its growth potential. Is the market large enough to support your business goals? Do your communication tools effectively engage the market you are trying to reach?
“Everyone is busy and balancing project demands and numerous responsibilities. The cost of creating a brand and identity that accurately reflects your organization and it’s business goals is not a small ask. But the cost of staying stagnant, overworked, and uninspired is a greater one.”
In working with clients, frequently we have found that their branding and communication does not always reflect the expertise, culture and quality that their business provides. Their marketing doesn't tell a story that captures their true value and depth as an organization, and it limits their vision and impact in the market.
Everyone is busy and balancing project demands and numerous responsibilities. The cost of creating a brand and identity that accurately reflects your organization and it's business goals is not a small ask. But the cost of staying stagnant, overworked, and uninspired is a greater one.
Investing the time in gathering your resources to build a brand, tell your story, and create a marketing strategy that reflects your innovation and expertise will give you new vision for your organization. Working with our team gives you the tools and outside perspective to see what you couldn't see before.
From this higher vantage point, you will able to see what has been accomplished, celebrate the culmination of all of your hard work, understand your culture and purpose, and see the new ground you are meant to stand on.
Silver Highway can help you do this. We spend time listening to your vision for your company, both where you came from and where you’re going, and honor the work and sweat-equity you put into making this business a reality. We help you pick out the gold and create marketing materials that tell your story with campaigns and communication tools that will captivate your customers and help your business grow.
It’s your story, we just put it in a form you can be proud of.