Building a brand without the underlying expertise is simply not possible. Becoming a powerful company takes hard work and endurance. At the beginning the key is to build expertise. Ultimately, the company expertise merges with the business‘ reputation. That is the start of the positive spiral, as a result of the following key factors:
Dedication pays off:
Whatever your business is about, dedicate yourself and inspire your teams to stand for what they do. Try to be really good at your work and become a thought leader. The key is to go deeper as expected into your field of expertise and to remain agile for future change. So for M2, our transformation from a classic PR agency to digital PR services started relatively early. Now our key competences include influencer, blogger, online and offline media, and we apply all relevant digital tools and new methods.
Committment is a key:
In order to become an expert company, you need to be on a higher level than the average peers. This means being more profound in your areas of expertise, being at the forefront of innovation and having a deeper understanding of the direction that your and your customers‘ businesses take. Being an expert in your field means taking the lead and setting the benchmark.
Create your sounding board:
Elevate your awareness level by surrounding yourself with competence leaders of those segments that have influence on your work. You are the average of the people around you, meaning, get inspired by them and synthesize the essence of their experiences. Take on the positive and forward moving spirit of successful people. Identify their purpose and reflect on it.
Develop your company’s purpose:
Your activities, decisions and strategic directions should be driven by purpose. Today, purpose is playing a crucial role in attracting your target audiences, from company, client or consumer perspective. It gives direction, sharpens your profile and enhances your leadership role. From the beginning of an activity to the completion of a project, it has a unifying, motivating and directional stabilising effect.
Real knowledge brings you forward:
Many people learned just enough to understand new topics of their job and to be able to react on it. Others went way deeper, attended webinars or were reading relevant literature. They developed real interest and turned it into competences. They became the experts who we then started listening to. They are the ones who elevate a company to a next level. Trusted knowledge will reward your business by attracting qualitative clients. Support and develop your teamplayers‘ traits that open them up for knowledge and make them pass their comfort zone.
Turn trust into your reliable ressource:
Trust is based upon integrity and competence. A company that is not trusted will not develop into a recognised brand. It is the combination and interaction of your qualities that gives birth to your brand. Apply your expertise in your activities, take your professional responsibility and be transparent in sharing your values. Trust will become your most valuable resource for your business.
Constant learning is always important:
Mastering change better and not suffocating in routines is facilitated by constant learning. It helps you to be an expert over an extended period of time and to maintain your company’s specialist status. Relevance is a business‘ essence and constant learning the key. Never stop to evolve and grow in order to maintain your competitiveness and future prospects.
Nils Maydell, PR and communication consultant, entrepreneur