Have you ever had that experience of investing time and resources into upgrading your website, or creating a brand new brochure for your business, and not being happy with the finished result?

Or maybe you resist working on these things because you don’t have time, you don’t know where to start, or you don’t know how to create something great?

In truth, it is understandable if you let some elements of your business evolve over time. It is certainly not unusual to be unhappy with your website, or other parts of your marketing, but to be too busy with client work to put things right.

But carving out the time for working on your business – as well as delivering for your clients – is what helps to set you apart. It can make a huge difference to how successful your business is, however you define success.

As an example of this, I want to share something we worked on last year, something that puts in place the foundations that will enable us to improve our website and clarify who we are at Super Structure Associates – for us, but also for our clients and prospects. I hope you find it useful.

Foundational work

We recently engaged an experienced marketing professional to come in and help us to document our values, ahead of making improvements to our website.

Even if you have never given your business values much thought, you will find that they run through your business like Brighton running through a stick of rock.

And once you clarify them and write them down, it makes all of your marketing and client communications much easier. Your values act as a North Star by which you can navigate. And then help you to attract clients that buy into those values.

So one of the positive side effects of this work is that you’ll naturally attract clients you want to work with – clients that are on your wavelength.

So what are our values? Our consultant tapped into ours by interviewing my team – without me being there so they could talk freely – and also interviewing five of our clients. After these discussions – and with my input – they identified this list of seven core values:

1. Always do the right thing
2. Honesty & integrity – we do what we say
3. Innovate & challenge – there is a better way – we are solution focused
4. Lead, follow or get out of the way
5. Respect & harmony
6. Give back
7. Have some fun

Doing this foundational work is not always easy, but it helps to put in place the base you need to build a solid business (And this is a pleasing metaphor if you work in or with the construction industry!)

Only 36,000 UK businesses scaled up last year. The definition of scaling up is to have increased turnover or employment by more than 20% in one year. Super Structure Associates was one of those businesses that did scale up – our turnover increased by 29%.

I share that information to demonstrate that doing this kind of core work – work that it might feel difficult to do when you’re busy with client work – is fundamental to helping to grow your business. We have always worked hard on the basics – the essentials of business that can often get neglected. It makes a difference.

It feels like this year has only just begun, but we are already well into February. What are you doing to strengthen your business foundations?

If you have a minute or two to reply, it would be great to hear some of your plans. Or, if you prefer, just let me know whether you’ve found this useful.

In the meantime, if you need assistance with the structural elements of an upcoming project, please do get in touch.