Branding and identity
Which is the more prominent brand?
Mars or Masterfoods
Heinz or Baked Beans
Let's say you're a specialist in leadership coaching. Do people buy your service because of you or because of the brand?
Do you buy products from Masterfoods by accident, because really you're buying Mars Bars, or do you buy Baked Beans only from Heinz rather than from HP or Tesco?
Where customer buy your expertise, regardless of the name on the invoice, there is a good fit with excellerate because having a bigger brand to work in with a bigger reputation for innovation and service adds value to what you do. If you are developing a brand within which to sell your services, you will probably see excellerate as a competitor. You might hedge your bets in the hope you'll get the odd bit of business, but then you should know by now that if you hedge your bets, you never get the big pay off. What makes a venture a success isn't the product, the timing, the market, the support but your commitment.
So in deciding whether to commit yourself to excellerate, consider this. Are you a Mars Bar or a Heinz Baked Bean? Are you the star of the show, or are you creating a show for you to star in?
Mars or Masterfoods
Heinz or Baked Beans
Let's say you're a specialist in leadership coaching. Do people buy your service because of you or because of the brand?
Do you buy products from Masterfoods by accident, because really you're buying Mars Bars, or do you buy Baked Beans only from Heinz rather than from HP or Tesco?
Where customer buy your expertise, regardless of the name on the invoice, there is a good fit with excellerate because having a bigger brand to work in with a bigger reputation for innovation and service adds value to what you do. If you are developing a brand within which to sell your services, you will probably see excellerate as a competitor. You might hedge your bets in the hope you'll get the odd bit of business, but then you should know by now that if you hedge your bets, you never get the big pay off. What makes a venture a success isn't the product, the timing, the market, the support but your commitment.
So in deciding whether to commit yourself to excellerate, consider this. Are you a Mars Bar or a Heinz Baked Bean? Are you the star of the show, or are you creating a show for you to star in?
1 Comments:
In my personal experience a strong brand is a real door opener, it can save you hours of introduction. If it is strong and clear people will aspire to being associated with it even if they feel they cannot afford it they will be willing give you time. If a Ferrari Salesman came to your house on a cold call for a free test drive wouldn't you give it a go, or would you turn him away in the same way as a door to door household products saleman?
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