Early this year, I challenged my team to take a critical look at our strategic plan and to share their most honest feedback about areas in need of growth. Our online presence and the overall Steier Group brand emerged as a topic of discussion over and over again. I must admit, the initial recommendations to revamp both our brand and website made me leery. But today, I can tell you with certainty that it was the right decision.
Since 1997, we have grown from one to 50 employees with loyal clients stretching from coast to coast. And over the last 17 years, we’ve been blessed to watch our brand evolve organically. But little attention has been given to defining who the Steier Group is. This process forced us to turn our attention to our clients – both past and present – and ask the question, “What do you think of when you think of the Steier Group?”
The responses we received were more encouraging and humbling than I could have imagined.
A common thread among them was the feeling that the Steier Group provides reliable support to its clients, while summoning financial support among their donors.
This flattering feedback resulted in the creation of our new tagline: “Inspiring Support.” Inspiring Support uses a play on words to address both of these important roles provided by our firm. It’s simple, thoughtful and memorable, and it thoroughly encompasses our mission.
Our survey efforts uncovered some wonderful feelings our clients have about the Steier Group. Clients stated over and over again that they were most grateful for our flexibility and willingness to adjust to their individual needs.
So, let me ask you: Have you taken time to study your brand? What about your organization’s messaging? When is the last time you took a hard look at your website?
If you have not made this exercise a priority, I encourage you to consider it during your next fiscal year. I can tell you firsthand that if you are clear about what your brand means to you, others will be clear about what they can expect from your brand.
I began this process skeptical about the need. But I emerged as a believer and as energized as ever about the Steier Group, our brand, our mission and our vision. I encourage you to consider taking this important step for your organization.
