What All High-Growth Companies Have in Common
A question we often get is, “I saw what you did for [this phenomenal, high-growth, high-profile company], how do we do that for our brand?”
There are a myriad of factors that contribute to a company’s accelerated growth, including: stellar leadership team, superb hires, slam dunk timing, and of course, a little bit of luck.
While a few of these items may be out of your control, below are the foundational communications elements these powerhouse brands have in common:
A clear why
Why does your company exist? What is the fundamental problem your product is solving? How has market and customer research supported your vision? What is your unfair advantage? High-growth companies not only have these answers, but are also able to demonstrate why their team – and their team alone – is best poised to win the market.
The advice “fake it till you make it” is the worst possible advice for high-growth companies. There is no faking it if you want to convince the market of your awesome potential. Our partners within this space share a deep drive and conviction that their leadership, team, product, *and* vision can change – or even create – a category. Tapping into and understanding what makes your company unique is the core of your external and internal communications and sets high-growth companies apart from the pack.
A solid messaging framework is how you communicate your why and conviction to the world. A strong messaging framework clearly outlines the company’s descriptor, verbalizes the mission, identifies target audiences, and is specific about the brand’s value propositions. This framework is your business’ communications blueprint – it sets the tone and positioning for all external and internal communications and ensures every touch point with your internal and external audiences is consistent, concise, and powerful.
Commitment to marketing and communications
Our high-growth partners share the belief that marketing and communications are business critical. They understand these roles need to be a part of the company in its early stages and are instrumental to the direction and success of the brand. Every once in awhile we hear companies “took a break from PR” or “stopped PR entirely.” We understand there are a variety of business and resource factors at play, but if being a high-growth company is in your vision, fully “turning off” or “pausing” marketing or communications will hobble your chances. These are important business functions that deserve dedicated and consistent commitment.
You have a marketing and comms team – yay! What sets high-growth teams apart from the rest is a commitment to reaching their key audiences in a variety of ways. From earned and social media, content marketing, influencer relations, and interactive experiences, high-growth companies are fearless and willing to engage their audiences in new ways.
Clearly communicated KPIs are the cornerstone of a high-growth company’s success and enable them to tackle new challenges. These KPIs are not kept in silos, but shared across functions, so everyone understands what success is and their role in helping the business achieve these goals.