Identity content explains who you are and what you do.
You know yourself. But do you explain who you are and what you do to others in a way they can grasp? No matter whether you’re a small to medium-sized business, an organization, or a sole proprietor, you want people to understand your work. It’s the essence of building your ”platform.” (Plus, it's an important step in writing a strategic plan.)
Here are tips for writing better content that explains who you are and what you do.
Sometimes you need identity content you can use to explain yourself in ten seconds or less. Sometimes you need a quick summary. Sometimes you need a more thorough explanation.
Tip: create all three pieces of identity content at once when you start with the biggest and work backwards!
First, write a thorough identity packet. (Update it each year.)
After you have the “big picture” packet in place, edit it mercilessly to produce a summary.
At that point, you likely won’t need to even write an identity statement because it is already part of both your packet and your summary. Your statement won’t change from year to year unless you change the focus of your work. And your statement is always short and easy to remember.
Read on for more writing tips for each piece of identity content.
Sometimes called an organization summary, this in-depth document explains your work to potential partners, investors, future board members, advertisers, donors, and sponsors. It offers substantial and detailed information:
What you do
How you do it
Your identity packet can include images and charts. It can be formatted in print, online, or as a PowerPoint to accommodate different types of presentations. Update your identity packet every 12-24 months.
Also called an organization summary, executive summary, or even a fact sheet, this is a one-pager that summarizes what you do. It’s a thumbnail sketch that outlines basic, pertinent information that prospects need to know about you:
Your identity summary provides a leave-behind to give prospects or an online annual update. You can pull vignettes from your identity summary as short social media posts, too. Update your identity summary each year.
Call it your elevator speech, your mission statement, your summary sentence, or even your tagline … there are times when you need to be able to explain quickly who you are and what you do.
Here is where you use the phrase or sentence that everyone in your organization can rattle off without stumbling over their words. Ten words or less should do it.
As an example, here’s Word Wise’s identity statement:
Writing tips and how-to's for freelancers, bloggers, and ministry writers
Unlike your identity summary and your identity packet, your identity statement does not change much from year to year.
More Tips for Writing Better Content
Content by award-winning content writer and author Kathy Widenhouse, who specializes in writing for nonprofits and faith-based organizations.
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