Speak with your authentic voice
By Peter Mirus ( bio - articles - email ) | Jan 12, 2010
At my company we have discussions about making sure that we “speak with our authentic voice”. Basically, this means that our marketing message must be reflective of the distinct characteristics that define our organization. How well we accomplish this goal is under constant review as we strengthen our market approach.
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In seeking to compose a marketing message, the thoughtful Catholic In Business (CIB) would do well to consider how the Faith impacts the corporate mindset and actions. After all, it is to be hoped that the Catholicity of a person provides him with a particularly advantageous skill set that might not be shared by competitors. How is this skill set quantified, and how does it represent itself in messaging?
If you have been out and about in the business world, you know that...
Claims to corporate honesty are frequent but that reliable follow-through is comparatively rare. (Most people, in my experience, don’t believe that lying is always wrong.) As a result of the advantages provided you by Catholic formation, are you more honest than your competitors? If so, how has that honesty been demonstrated? Further, how can that honesty be translated into a compelling message that is supported by past performance?
If you have been out and about in the business world, you know that...
Claims of superior customer service are frequent, but reliable follow-through is comparatively rare. Your Faith has a lot to teach you about charity, respect for the human person, and personal discipline (diligence)—all ingredients necessary to good customer service. Has the unique advantage provided by this knowledge been applied to your business?
As a CIB, it is beneficial to take stock of the many lessons provided by the Faith that are applicable to sound, fundamental business practices. Your deep understanding of Faith principles should provide you with a greater chance of successful implementation than the businessperson who understands these values only superficially. Once you have applied the lessons, you are running (or working in) a Faith inspired-business. How is that reflected in your marketing message?
Peter Mirus is a business, marketing, and technology consultant with more than 20 years of experience working with companies and nonprofits, ranging from start-ups to large international organizations. From 2004-2014 he contributed articles on the Catholic Faith, culture, and business to the CatholicCulture.org website.
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