Do this first.
Before you can effectively communicate with the world, you first need to know what you do, why you do it, who you do it for, and why they care—the answers to these four simple questions is your DNA. In the parlance of Loose Moose Theatre’s Keith Johnstone, this is the platform upon which your scene can grow.
From your DNA comes the Unvarnished Truth, which is a single, clear, declarative sentence (devoid of marketing jizz and bejazzling) that communicates your DNA. It is there to remind you why you do what you do, and why people care so deeply about how you do it.
The Unvarnished Truth is your guiding light and is arguably the most important thing your business will ever write down. It is what takes the guesswork out of knowing if you are on-brand or off-brand.
From the Unvarnished Truth comes your Brand Promise which leads to your Brand Ethos, or your story in your own words—your elevator pitch.