Are you struggling to describe what your company does; or what you do for that matter? Sometimes the best way to define the unique set of traits that defines your company is to take it from the other end. Sit down and start peeling away the layers of what you don’t do. Make this list and you’ll be amazed at how much easier it is to recognize that pearl in the center that uniquely defines not only what you do, but why you are truly unique. Don’t do it alone, by the way.
When you do these little brand-strengthening exercises, enlist the help of others in your organization, from the receptionist to your CEO. You’ll get great input and build a culture of collaboration.