Last year, we went through a rebrand to clarify our brand and our message. While our services didn’t change, the way we talk about them shifted. What’s interesting is that several of our clients have also rebranded over the last couple of years – for some of those same reasons: to clarify their brand and message, as well as also to give a more modern and current look and feel to their brand.

Back to The Shuler Group and our experience of our rebranding.

Our unofficial motto had been “when people thrive, companies thrive.” It evolved to something more tangible – the idea that when you have the right people in the right seats doing the right thing at their top performance, the organization thrives…. because people are thriving in their roles.

We’ve distilled it even finer: helping leaders and teams work better together tomorrow than they do today.

A lot goes into working better together: culture, communication, clarified expectations, job satisfaction, empathy, emotional intelligence, feedback, work-life balance, and a host of other things.

The gist of it is that all the messaging goes back to “helping leaders and teams work better together tomorrow than they do today.” If I can’t make that connection between the work we do and the positive results of working better together, then our clients don’t understand the power of what we do and how we can help them.

But enough about me and The Shuler Group…. As a leader, can you distill everything in your organization down to a solid concept? (We call it the Deeper Why.) Why does your organization exist? Why is what it does important to the world?

If you can distill that purpose down to one solid concept, do you convey it organization-wide? Does everyone in the organization understand how their role serves the organization’s Deeper Why? Those employees who don’t “get it” won’t be as engaged or productive as their tuned-in counterparts, which leads to a host of issues, like decreased customer retention. (There’s a direct correlation between actively engaged employees and positive customer retention.)

If you don’t have that solid Deeper Why, work with your leadership team to discover and hone it. Then, communicate it throughout the organization. If your organization is large, then use your department heads to continue to distill it out to their teams. Bring it up in quarterly planning meetings. And don’t just recite it; apply goals, projects, and initiatives against the Deeper Why. Does this initiative serve the Deeper Why?

This is some of the work we specialize in… helping organizations clarify their Deeper Why, communicate it organization-wide, and integrate it into everything they do. All which leads to teams working better together tomorrow than they do today.