Is your company’s DNA tied in knots

by Jerry Touslee, Brand and Marketing Advisor

Are you wondering why sales have been decreasing or why your organization is beginning to lose market share? Do you find yourself having to constantly educate clients and prospects on what your company does? Or maybe even your employees?

It could be as simple as a misalignment between the messages marketing is producing and what salespeople are communicating to customers. This common ailment affects more businesses than you think – just visit any company big enough to have marketing and sales and you’re likely to see some confusion and head scratching around what the company should be saying and what’s actually being put in front of customers.

Beyond messages

Of course, the ability to effectively communicate organizational vision, products or services consistently everywhere across the company is critical to success. But how do we do that?

I believe every business is like a living organism. It’s alive (hopefully healthy and thriving), has a heart and a brain and even a personality. It has distinct qualities and traits that make it a unique organization unlike any other. You already know this – intuitively. Yet if someone asked you to describe the personality of your company, what would you say? How would you talk about what makes your organization truly unique?

The reality is most organizations struggle with these questions because they have yet not discovered their company’s DNA – the basic building blocks of what the business does with clients and customers every day.

Decoding how your company is perceived

This DNA is really the essence of your company’s brand. And identifying where your business DNA comes from is the first step in building a strong brand. An organization does not “create” its own brand because it already exists – in people’s minds. Yet a brand can be identified, developed, articulated and nurtured. And with some objectivity and a little help, your DNA can soon be discovered and put to productive use. Maybe now is the time for you to start thinking about examining your organization’s DNA?

Actions you can take

  1. Get the story. Talk with one customer, one employee, and one informal leader to take a pulse and begin to understand how your company is perceived. Bonus points if you can identify any commonality between what the three people tell you.
  2. Brainstorm help. Think about who could help you identify what makes your company special. Who could help you get the real answers from employees, customers, prospects, and managers about your company, products and services?

 Jerry Touslee


Chris Hutchinson

As CEO of Trebuchet Group, Chris Hutchinson thrives working with clients and his team to improve organizational clarity, teamwork, and leadership impact.

After years of building Legos® and tree houses around the world, Chris earned his Mechanical Engineering degree and followed that with an MBA. His experiences in the military and the business world taught him great leadership can be learned, and everyone is in some way a leader.

Clients and peers describe him as an inspirational catalyst for positive change. He is the author of Ripple - A Field Manual for Leadership That Works.

Chris and his wife live, garden, and bike in Fort Collins, Colorado, and have four children. He has an unrequited love affair with brownies.