Finding Your Organization’s Voice

With any business or within any market, there are always going to be competitors. There are plenty of companies who, at first glance, are just like yours who offer the same services with a seemingly similar outcome for their clients. So, how are you really going to separate from the pack? How do you find your organization’s authentic voice?

I recently read the book Start Something That Matters, by Blake Mycoskie, founder and Chief Shoe Giver of TOMS. In 2006, the company began making shoes on a mission and movement called One for One. For every purchased pair of shoes, TOMS promises to give a new pair of shoes to a child in need—a clear differentiator in the marketplace. Perhaps even more interesting, however, is Mycoskie’s discussion about the importance of storytelling in Ch. 2. Telling your company’s story in an authentic voice is imperative for prospect engagement. But it isn’t easy.

I often tell clients to personify their organization on their way to discovering their authentic voice. Ask yourself: If your organization was a person, what would he/she look like? Act like? Talk like? What words would he/she use? And what engaging stories would he/she tell?

At first, people are hesitant because it forces them to prioritize characteristics of the company. But, once they get into the exercise, it ends up being fun. As you begin to personify your organization—and find its authentic voice—consider the following:

• Your company’s culture: The culture of your company includes the goals, values, attitudes, and how those in your company communicate with each other and with clients. It’s important to make sure you and your employees are on the same page about your company’s culture. If not, your voice will lack authenticity externally as well as internally.

• Your client list: Just like the people we associate with can say a lot about who we are as people, a list of clients can also define what kind of company you are running—and how that company should speak.

• Your prospective clients: What kind of clients do you want to attract? What tone and messaging will best resonate with this population? Does this group want to have a conversation with your personified organization? If not, identifying this disconnect is essential to find your company’s voice.

• Your industry: Industry analysis also plays a strong part in defining organizational voice. What are your competitors doing? Who is responding to what others in your industry are doing? Would your personified organization be invited to speak at your local professional association chapter? If not, there is a problem. In addition to employees and current and prospective clients, your organization’s voice should be authentic to your industry peers.

Try this personification exercise and let me know where it takes you…an authentic voice can be what separates you from your competitors.