How do you describe your business to others? How do others describe you?

In a recent “Fuel Lines” blog post by Michael Gass, he asked, “Can you describe your agency in six words or less?” While we’re not an ad agency, the exercise easily applies to our firm, and really any business for that matter. (Read the blog post at http://bit.ly/cHYYcs)

I love a quick challenge, so I grabbed my notepad and asked our team at Preston-Osborne to do the same. I altered the exercise a bit because I wanted spontaneity and didn’t want to spend a lot of time trying to come up with the perfect tagline. I asked, “What six words would you use to describe Preston-Osborne?”

The most popular responses were: strategic, research-based, friendly/personable, creative, smart and responsive.

(And we noted that the following words could also be used to define our firm: progressive, intuitive, results-oriented, productive, collaborative, effective, focused, connected, dedicated, flexible, appreciative, accommodating, dependable, pragmatic, eager, reliable, communications, community, partner, authentic, plan, satisfaction, customer service oriented, customized approach, integrity, high-quality, insightful, experienced, innovative and adept.)

The next question Gass asked was, “Can you describe your agency in six words “without” using these 10 things ad agencies “usually” say about themselves?

1. Full-service
2. Comprehensive solutions
3. Great ideas
4. Results-oriented
5. Integrated marketing approach
6. Wide range of experience
7. We are strategic
8. Great chemistry
9. Out-side-the-box
10. Award-winning creative

While we can and do use many of the top 10 to describe our firm, I’m proud to say that we have a lot more to offer (see above). We often refer to “strategy” because it drives everything we do, as noted on our business cards and Web site. But we are defined by much more and that combination is the essence of our unique identity. This exercise was a great testament to why our clients choose to work with us.

What six words would you use to describe your business? Would your customers use the same words?