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THE THREE C'S As you undertake this brand identity inventory, remember the three C's. Clarity is what you are aiming for: it's the quality of your thinking, of your identity, and of your communications. Context reminds us that we can only define ourselves within a larger frame, whether that is our competitors, our partners, or our audiences. Conversation may be a lost art, but it remains essential to obtaining the information you need from your stakeholders. Clarity. Most people think of clarity as an outcome. I think of it as a practice. Clarity is a habit of mind that consists of two reflexive processes. First, vigorously question your assumptions. 'Why' is as important a question for adults as for kids. Second, strive to connect the dots. How do the parts comprise the whole? Clarity is also a strategy: to make yourself known, understood, and validated. At the same time, clarity is a generous posture that leans forward to include others in your ideas and vision. There is great power in clarity, too. If you know who you are, what you want, and why you want it, you bring focus to your action. Clarity leads to commitment. Try the 'five why's' exercise. When you find yourself making a statement, ask 'why.' Then ask 'why' again, four more times. This helps you drill down to your deepest assumptions and most closely-held values. They are usually the ones that can reach across the divide between you and your audiences. Context. Context is everything. Choreographers know this to be true. A single gesture can take on many meanings, depending upon where and when it is placed in a dance, how it is supported (or not) by the mise-en-scene, and who performs it. Similarly, terms as broad or narrow as 'dance,' 'ballet,' or 'classical ballet' don't mean the same thing in every community. For some, dance exists in the art world. For others, it's aligned with sports or exercise. Yet others see it as a social event. Or a part of the fashion world. What are the ideas, practices, and values that drive the social life around you? How do you fit in? Or not? These are ongoing questions to be posed, crucial to keep asking, because the world is moving fast. If we want to move along with it, we need to continually ask ourselves how we are or can be connected with the bigger picture. How does the meaning of your work shift as time goes by, and as you develop new audiences? Conversation. To practice clarity or understand context, you need information about all your stakeholders. But before rushing to design surveys and questionnaires, take your lead from former New York City mayor Ed Koch. He was famous for asking everyone he encountered, 'How am I doing?' That's a great way to begin a conversation. Consider the kinds of conversations we engage in. Conversations for relationship are about introductions. Conversations for friendship are about trust. Conversations for partnership are about need. Conversations for leadership are about service. Yours will probably fall into the third category. You are developing partnerships with various audiences (whether they be patrons, board members, or subscribers), and you are investigating what they need and want from your dance. The better you know your intended audiences, the better you'll be able to speak to them in their own languages and the more effectively you can communicate your message. What is important to them? What do they think about? Care about? What holds meaning for them? What do they think–and feel–about your work? What are their favorite leisure activities? Why? What does your image currently represent to them? Most importantly: after you ask the questions, be sure to listen actively. |
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