You know, I sure advise a lot of specifics when I write, don’t I? I was recently going back through old articles to see how many times I had repeated myself and to help avoid doing it today. It was an interesting stroll back through the past year or so, and it got me thinking about all of the advice, information, tips, news, and complaints that I offered up. Why offer them as a part of my company strategy? Why not just share a link on Facebook and move on?
Similarly, I have received some calls lately from several different companies. Some of them were web and mobile application development outsourcing companies, some were credit card processors, and some were print shops (as well as a few other types), but all wanted me to either sell their services or use them. I had to make decisions; would these companies’ offerings fit into the mission and philosophy of my company? Would they fit my brand?
Those questions helped me answer the one I had about the article sharing as well. You see, everything I offer, both to clients and non-/prospective clients, must support the image and reputation that I want the company to present. That image, reputation, and ultimately developed trust, are integral to my company’s ability to grow and thrive.
By the way, my favorite was the web & mobile development outsourcing company. The salesman didn’t seem to understand that developers in India don’t fit a part of my philosophy: if you can’t shake the client’s hand, you can’t touch the account.
You’ve got to know why your company has the offerings it does, why it provides what it provides. You’ve got to understand what your company stands for. That’s the foundation that you build everything on. Your products, your employees, your systems and technology, even your uniforms are all a reflection of your image. Your image is your reputation. Treat it right.
Steve McKee agrees, and in his book Power Branding, he offers the following look into why so many companies get branding wrong. This offering on BusinessWeek.com is definitely worth the read, and if you find yourself making the branding mistake, we’ll be happy to help!