What is your organization's most valuable asset?

By Erin Brandt-Filliter, Senior Associate

The first time I spoke to a financial advisor in my early career, he asked, “What is your most valuable financial asset?” 

I thought about the tiny condo I had saved up to buy, my beat-up car in the parking lot, the jewelry my mom had gifted to me, and I shrugged. What he told me blew my mind.

“Your most valuable financial asset is YOU.” 

Your greatest asset is your earning potential. He advised me to protect myself. 

How can we apply that same frame of reference to a business, not-for-profit, industry association, or government entity? What is your most valuable asset?

I don’t think it’s much different. Your most valuable asset is YOU. In other words: your brand, your story, and your reputation. 

In the fast-paced and chaotic environment of Google reviews, social media blasts, and non-professional reporting, learning to tell your story well can mean the difference between reaching your goals, falling short, or even crumbling.

In this way, it’s crucial for organizations to invest in developing, nurturing, maintaining and ensuring their story is secure. 

Here’s where I suggest you start:

1. Audit your asset 

Ask yourself, “What is the story I want to tell about my organization?” Look at the work your organization does and assess its value, to your direct consumer and the public. How is your company a gamechanger? What does it strive to do? What would the world or your community look like if you didn’t do what you do? Brainstorm key feelings and values you want associated with your organization. After your brainstorming session, create your organization's story and goals around these key points.

2. Pick a platform (or two)

Imagine a couple personas of different audience members. Where are they finding information? What social media sites or other platforms are they browsing according to demographic information? Pick a platform where you can best reach your audience and promote your message. Develop a strategy with measurable goals and specific tactics to be intentional in sharing your story. Training, help, and support will maximize your efforts and help deploy your strategy’s tactics (i.e., media training, social media support, newsletter distribution, content creation, visual identity, branding, etc.)

3. Understand the risks

Plans, famously, can often go awry. By being present online today, organizations open themselves up to criticism. There's no reason to shy away from telling your story and promoting your organization, but you should be prepared. Brainstorm common criticisms your organization may face and come up with crisis management plans to ensure your organization has a plan. Pro-Tip: The best way to manage an issue is before it becomes a crisis.

4. Report, revisit and maintain 

After some time, it’s important to see if your strategy has been effective and if your efforts have been heard. Look at whether you are achieving the results you wanted at the start of the campaign. Do you need to invest more or less into your story? As you get feedback it’s important to tweak and evolve your strategy to work side-by-side with your organizational goals. Brands are often overlooked but when utilized and honed, they can bring in higher profits, better results, and increased influence.

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Interested in connecting with Porter O'Brien to build your brand and reputation?

With a diverse set of backgrounds and skills, our team is ready to support you and your organization with public relations, government relations, management, training, and more. We’ve supported hundreds of clients to achieve their goals; we can help you too! Email us at info@porterobrien.com for more information.