1. Developing a clear brand identity fosters a clear brand
image.
The brand identity of your company is entirely yours to
manage. It is your definition of the greater competitive value only your
company can deliver. Define this value poorly however, and your company’s brand
image becomes devalued. Your brand goes forth by way of a line card, website and sales presentations that may
as well be interchangeable with those of your competitors, because from a
specifier’s point of view, they are interchangeable.
2. Branding and selling are inseparable disciplines.
Specifying design engineers will not recognize your greater value
until you stop selling from your line card and start uncovering the problems (costs)
they are experiencing, costs which your core competencies can solve. But if
your organization is not guided by this deeper understanding of value
definition (value definition being the central function of a highly developed brand
identity), then your people will not understand the difference, and your
marketplace will never be exposed to your greater value delivery potential.
The reason for this disconnect is one of perspective – yours
and not your customer’s. If a specifying engineer can solve a design problem by
looking at your line card, they will very likely find the same “solution” from one
of your competitors and probably for less cost. But when your company takes the
perspective of the customer, you start with a truly consultative understanding
of the problems and related costs being experienced by the customer, costs very
often yet to be recognized by the customer and his or her organization.
Brand identity development facilitates this greater
understanding of value definition and value delivery. But in the absence of this
development, all of your marketing communications and sales efforts will continue
to sell your company short.
jb
www.centrifuge-now.com
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