Strategy That Strengthens Distinctiveness. Strategy as the foundation of every endeavour.
Success rests on three essentials: clear objectives, the desire to achieve them, and a well-considered plan. Yet what is often overlooked in the early stages is perhaps the most important step of all: knowing who you truly are.
The Road to Results
For both organisations and individuals, a candid reflection on values, strengths, and unique selling points lays the groundwork for authenticity and impact. Communication that stems from this foundation builds trust — both internally and externally. When it aligns with identity, messaging becomes more than just effective; it becomes credible. And it moves the needle.
1. Who am I? – The Foundation of Identity
What sets you apart from the competition? What is your unique value proposition? Before you act, define your distinctiveness. Analyse your organisation or personal brand: What do you offer that no one else does? Map out your identity. Revisit your origin story. Trace where you come from, what shaped you, and what truly matters to you today. Your answers form the basis for an authentic and unmistakable positioning.
2. Where am I headed? – Goals with Substance
What are your core values? What truly drives you? Define your DNA. As an organisation, do this collaboratively. Your values are your compass — guiding every decision, especially in times of crisis. Align these values with your goals. How do you want stakeholders to perceive you? Every act of communication — internal or external — should reflect these values and reinforce them.
3. How do I get there? – Achieving Long-Term Impact
No goal is reached alone. Progress relies on stakeholders — those who support your mission, open doors, or engage with your products and services. That’s why you must ask: Who are your stakeholders, internally and externally? Which channels will reach them most effectively? Craft a communication strategy — internal and external — that flows directly from your organisational identity and delivers tailored, authentic messages to each audience. These messages must align with your brand ethos and speak to stakeholder needs. A detailed storyboard can visualise this strategy — showing who is addressed, on what channel, with what message — all while maintaining consistency in brand identity across every touchpoint.
Your Identity Is Our Calling
For over 13 years, ESSENCE RELATIONS has supported foundations, companies and senior leaders in shaping their organisational strategy and development. Working side-by-side with our clients, partners and stakeholders, we listen, ask the right questions, analyse — and together, we define the way forward.
More Insights
Hear Mike Schäfer’s perspective on science communication in our «On a journey to the ESSENCE» sor explore more thought pieces in our ESSENCE RELATIONS INSIGHTS:
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