Is self-promotion a dirty word for business leaders who care about their impact?
It can take time to stand out in a competitive marketplace where you might want to attract donors, sponsors, volunteers, new team members, and stakeholders.
For some, moving into self-promotion can be very uncomfortable, but the more you do it, the easier it becomes if it’s authentic, relevant and aligned with your purpose.
Sometimes, what we do daily gets lost as we don’t tell anyone or shy away from telling something as it’s never been done before.
During brand interviews with one organisation, a pattern emerged of the team’s pride around the work with children and young people. It was part of the service offering, yet it wasn’t visible to the outside world. Why? Because of the understanding that it wasn’t okay to share these experiences.
Once discussed, it became clear it was possible if done respectfully with the person at the heart of the story, and they embraced change. Unveiling their impactful work through strategic storytelling all aligned with their strategic objectives.
So, how can you elevate your brand without the deafening drumbeat of self-promotion?
- Stakeholder interviews
It sounds simple, but listening to your team, colleagues, sponsors, and customers helps you to gain valuable insights. You’ll start to see patterns arise and hidden gems that can be turned into compelling narratives that resonate over a planned activation.
– - Align with your values
Your values can help to guide your content strategy (what you put out in the world). They also help attract the correct type of people to work with.
And, talk about how your values connect with the impactful work and the difference you all make.
– - Purpose and mission at the heart
Showcase the achievements and successes that help to drive your organisation towards its mission. A mission may span years, while a purpose is everlasting.
The results are great, but the journey is something we’ll resonate more with.
– - Talk about the struggles
The journey as a leader is never smooth sailing. The company will have ups and downs, but sharing authentic stories shines through vulnerability.
Acknowledge the challenges and how collectively you’ll solve them.
– - Recognition goes a long way
Small wins and big wins, they all count. Everyday victories should be celebrated and showcased as they create a culture of ownership and pride.
It helps people to see who you are and why they might join or follow your cause.
– - Once upon a time… become a storyteller
Transport your audience through actual and, if need be, sensitive stories. Asking individuals to share their experiences creates emotional connections we remember.
Plus, it could inspire others out there who are struggling.
– - Plan it in
‘Good things come to those who wait’ is the famous slogan for Guinness. Rush a freshly poured Guinness, and the experience is very different. This means that it’s crucial to invest the time, energy, resources, and money to get it right.
Align all with your strategy, internal communication plan, and upcoming activities to maximise the impact.
– - Keep it real
Truth be told, we can’t act; even if we think we can and try to perform, people see through it. Instead, set your intentions for what you want to say and do, then connect them to something emotional so that pain, suffering, or joy is real when you speak of them. We’ll feel it.
– - Look around you
Check out your competitors, identify their brand archetype (Hero, Caregiver etc), compare it against your own, consider differentiation, embrace what sets you apart and tell the world.
Embarking on authentic self-promotion may feel uncomfortable initially, but it’s a journey worth taking. You can begin with a plan tied to your objectives, seek input from your team and stakeholders, and remember that engagement starts from within.
