I was impressed by what I found – but not in a good way! I came away from all of their descriptions of the company, their services, their goals and their competencies confused. I came away without a clear understanding of their particular strengths, the clients they serve (and want to serve) or how their services benefit clients.
It became very clear to me that this firm did not need LinkedIn training. Instead, they need to work on their messaging. Until the message is clear, you cannot be consistent in using it. Until you have a clear message, you do not need LinkedIn training or Facebook training or anything else.
Especially when you are trying to brand your company and build an image of what it is, what it does and what benefits it delivers to clients, you could actually do more harm than good. Here are some questions to answer that will help you clarify your message.
- What need does your company serve? Why are you in business? What do you do that some business or individual needs?
- What need brings clients/customers to your door?
- How do you meet that need?
- What benefits do you deliver to clients through your products or services? (Not features; benefits)
- Who is your ideal client?
- What sets you apart from other firms that offer the same or similar products or services? What differentiates your company?
