Situation: A CEO is concerned about the clarity of her company’s brand and value proposition. They have a strong local reputation but want to expand their service geography and need a strong brand and message to accomplish this. They need a way to open new doors. This done, their face-to-face interaction with new clients is very successful. How do you enhance your brand and value proposition?

Advice from the CEOs:

• The company has significant local customers, with internationally known names, but don’t want to use this company’s name in their marketing.
  • Is it possible to use close-up photos of highly recognizable products using your components, without including logos?
  • Another option – with the permission of the other company – is to include links on the company’s website to sites of products on which the company has made significant contributions.
  • Speak to performance and results with aggregate impact on business, without using company names.
  • Share success stories, supported by the close-up pictures that the company currently uses on their website.
  • Once everyone understands the need to develop the company’s brand and tell the story, find the writer who can tell this story in a compelling way.
• Build contract manufacturers that are currently used into the company’s messaging.
  • This works as long as the company is not constrained in using the names of the contract manufacturers. They may appreciate the exposure.
  • Get reference statements and build case studies to demonstrate how smooth the transition process has been working with the company, savings in time, travel, expense, etc.
• Thinking of sales, what key traits does the company need in a good sales person?
  • The ability to effectively network to uncover potential business is a must.
  • Look at what current personnel brought to the party when they were able to close significant deals. What were their most important strengths? Seek these strengths in a sales person.

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