Clarify Your Value
Branding is difficult to describe and easy to experience so here's an exercise that can help. Imagine your organization's brand as a person. Who are they? What do they know? When where they born? Where do they live? Why do you know them? How did you meet? If you find these questions challenging to answer, your brand is ambiguous and this is an obstacle to marketing effectiveness. Consider this: if a subject matter expert (you) doesn't know your organization (brand), how can you expect to introduce it to family (customers), friends (leads), or strangers (contacts)?