The offer of services, especially in highly innovative content or level of customization settings, It is an area in which the company has need to express characteristics, benefits for the customer, convenience and opportunity, not having a product as a tangible element of reference.
It is precisely innovation and personalization that are elements that, on the one hand, represent great added value, on the other hand, they arise as decidedly abstract and must be analyzed and illustrated from time to time with reference to the customer and specific market needs.
The presentation of the offer requires the company to take a step-by-step approach and makes communication more difficult, with the risk of precluding some avenues in the definition of a collaboration or supply or partnership relationship, following others that are inevitably dictated by a criterion and a period of “test” before you can solidify a relationship, period during which other offers are analyzed and tested.
From a strategic and tactical point of view, therefore as part of the possible ways to go to optimize this phase for the benefit of your business, the corporate brand strategy comes into play.
The development of a BRAND STRATEGY is as important as the communication and promotion of the company offer; sometimes it needs to be defined first.
Because the brand and not the service at the forefront ? The service takes longer to tell, illustrated in its characteristics and in the usefulness it can have when the customer expresses a need, while the brand is impactful and expresses an identity that rests on a modus operandi that leaves the customer with the task of thinking about how this approach can be right for him.And this phase brings the company already into an engagement phase.
The brand must be managed according to a well-reasoned concept, therefore as part of an accurate strategy that is defined with the aim of optimizing various elements of the company, working on its positioning as well as on the value of its history (as appropriate, company history but also history on the market, thinking for example of those historic brands or those of great tradition with forays into the history of cinema, rather than iconic places), therefore on the image and identity of those who have developed or develop or are experimenting with solutions appreciated by the market (therefore looking to the past, as well as the present and future of the sector).
All this work requires a careful assessment of the objectives as well as the company mission, so that this does not fall into the error of making its communication more complicated.
And in this sense, the BRAND STRATEGY is a method that allows you to better understand what the company can do, making a complex system interesting.
One of the keys to simplifying the work of the commercial division is to streamline the complexity of what this must represent to the market and customers.. And if in the case of innovative services or with a high level of customization, this is essential, the investment in a correct and refined brand strategy can be more significant than the one in promotion, where there is a tendency to push with rapid commercial tools that do not leave the customer time in the name of promotion, something that in itself is not easily understood.
Strategically, the aim should be to lighten communication as much as possible. It is no coincidence that great brands that have branded their presence on the market to the maximum, they have invested considerable resources in defining strategies that are now identifying themselves with the brand, enough to leave now only a logo in the communication, able to express the modus operandi of that company through the values chosen to characterize its identity and positioning on the market, all now well understood and reputed “reliable” O “interesting” O “useful” from the target audience.
Brand reputation.
Services such as high-tech, the same communication, the creation of tailor-made products, planning and design, digitization, engineering, they have a complex panorama to refer to and require a clear and professional representation of who is the company offering that service, before the promotion.
For more insights and information on our approach: management@mito.org.uk
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