I confess. Finding answers to some of these questions can sometimes be difficult and time consuming. But the value in completing this exercise is massive as it allows you to provide great internal and external messaging as to why your organisation exists. This should provide excellent copy for your website and other marketing collateral. And remember, clients will not fall in love with the firm until the staff do!
What business are you really in? What is the result of what you do?
What client problems are you solving?
Why do people need your product or service at all? Why do they need it now?
Why should they buy it from you rather than someone else?
What do you do differently from other businesses? What is your edge?
What is your ‘value proposition’ to clients so they can’t go anywhere else?
What do your clients/staff think of you?
In a large firm you will need to do this exercise with each department/ area of specialism. It will be worth it.
Part lll to follow shortly. Good Luck!