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Is Your Company Identity Killing You?
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So let's revisit our three corporate examples companies in the throws of despair.
• The number one news channel could realize their real value was in connecting people with local information, and find new ways to do just that. (WTSP in Tampa, Florida did just that and went from a TV news channel to 10Connects.com, a multi-media company)
• The number one volume luxury home builder could forget about the volume claim and focus on one or two super high end projects.
• The expert financial planner could shift the focus from past performance to highly customized service.
The above companies can always deliver on "connecting," "quality," and "customization." In fact, they can even expand those attributes into new products, services and revenue.
What is your company identity based on? Is it enduring and timeless? Is it open and flexible? Is it helping you during this time or hurting you? If you don't take the time to examine these issues, you might start feeling the effects of a truly killer reputation.
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Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
Page 2
So let's revisit our three corporate examples companies in the throws of despair.
• The number one news channel could realize their real value was in connecting people with local information, and find new ways to do just that. (WTSP in Tampa, Florida did just that and went from a TV news channel to 10Connects.com, a multi-media company)
• The number one volume luxury home builder could forget about the volume claim and focus on one or two super high end projects.
• The expert financial planner could shift the focus from past performance to highly customized service.
The above companies can always deliver on "connecting," "quality," and "customization." In fact, they can even expand those attributes into new products, services and revenue.
What is your company identity based on? Is it enduring and timeless? Is it open and flexible? Is it helping you during this time or hurting you? If you don't take the time to examine these issues, you might start feeling the effects of a truly killer reputation.
Return to Page 1
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
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Do You Know How Your Clients Make Purchasing Decisions?
Can Adding Features Cost You Sales?
Powerful Presentation Strategies
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