10 Ways to Realize Your Company’s Full Potential


10 Ways to Realize Your Company’s Full Potential

Imagine what your business would look like performing at its full potential.

Would your corporate space or website be designed differently than it is now? Do employees and consumers engage on a deeper level? Is the company more involved with the community and advocates?

This visioning exercise can reveal where your business is underperforming and prioritize upcoming marketing initiatives.

Let’s look at 10 ways to realize your company’s full potential, and why they are important.

1. Discover True Brand Identity

Your brand identity is the collection of elements used to communicate a desired image to the buyer. A thorough brand discovery process helps define your brand’s mission, vision, and voice. This concentrates the focus on building assets and processes that speak directly to the company’s core values and long-term business goals.

Once revealed, a company’s brand identity needs to be communicated clearly, creatively, and consistently to connect.

2. Update Brand Collateral

Do your sales presentations and website make a powerful first impression? If not, it is time to reevaluate the design and messaging behind your marketing materials. Consumers assign a value to products and services based on the branding, packaging, and experience. It should maintain a high degree of magnetism across all channels.

3. Bolster Employee Engagement

Nearly 70 percent of U.S. employees report they are disengaged at work, according to Gallup. Your company culture is essential to motivate employees.

Leadership must set the standard for energy and enthusiasm behind the brand’s core values. This includes creating an environment where ideas are valued and contribution is rewarded. When employees, their contributions, and their health are made a priority, they perform at a higher level.

4. Optimize Internal Processes

To grow, look within. Are any company practices outdated? How can you be more efficient? Are employees equipped with the best information, tools, and technologies to enhance their ability to fulfill the brand promise? This can be accomplished by:

  • Auditing current processes to identify failures and logjams
  • Employing marketing automation to better prioritize employee time
  • Refining the lead generation and lead nurturing process

5. Update Your Marketing Strategy

Are your business goals aligned with current marketing initiatives? Has your company kept pace with technology and changes in consumer behavior? How well are you tracking the ROI of our digital advertising expenditures?

If your company is not attracting the number of quality leads it desires, or has trouble increasing the lifetime value of a customer, an external integrated marketing agency can help your business regain a foothold. The outside perspective of a marketing agency can help you understand whether your strategy requires a moderate restructuring or a complete overhaul.

6. Activate Marketing Automation

Implementing marketing automation software and strategies can help you grow your business while maintaining a higher level of efficiency.

It can accelerate high-value lead generation, increase productivity, and lower cost per acquisition. There are several benefits to marketing automation that your company should be aware of.

7. Enhance the In-Person Experience

There is no better way to create a positive and memorable interaction with your audience than in person. From retail settings and trade shows to corporate events and networking, your image is your brand.

What kind of marketing collateral are you displaying at these events? Is it offering the best depiction of your brand?

Also, it should go without saying, but make sure that you handle the most important grooming details as you prepare for in-person events. While many people fear being slain by the dragon, mosquitos can cause a fair amount of damage. In other words, small details create the big picture.

8. Focus On Community Building

What relationships can provide value for your organization? Getting more involved with the local community, or finding a group of like-minded individuals online, can greatly improve the strength of your business.

Networking, improving relationships, and community building is a crucial piece of your business. Even if it looks like there’s no immediate payoff, a strong network over time can be one of your business’s greatest assets.

9. Activate Information Technology

The structure of your technology should work to enhance your company’s goals. Is your hardware set up in a way that promotes employee efficiencies? Are you regularly looking for software that aligns with your mission?

If not, your competition probably is. Make sure that your technology choices are helping, not hindering, your business.

10. Improve Decision-Making

What data is available about our performance? Web analytics, customer surveys, pay-per-click campaign data, and other comprehensive reporting can all help your business achieve success.

Enhanced data drives better decisions. It allows you to maintain a stronger presence. Hiring a marketing agency or consultant can help you understand what is available to your business, and improve return on investment.


Answering these questions and evaluating these areas of your business can help solve complex marketing challenges, and strengthen your brand. Your marketing expands beyond the typical pieces of digital and print collateral and includes every last element of the brand experience.

When you improve in these areas, your business gets closer to reaching its full potential.

Ready to realize your brand’s true potential? Schedule a brand consultation today.

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About the author

Jason McSweeney is a marketing specialist and brand identity designer chosen as one of '13 Rookies On The Rise' by Advantages Magazine in 2011. His writing has been recognized by national publications such as VIBE Magazine and the Advertising Specialist Institute, in addition to WCKG Radio, Counselor Magazine, and Weekdone. View his Work or connect with Jason on LinkedIn.