I was at Pfizer, the other day to listen to Bengt Mattson, who lectured on the company's work on Corporate Social Responsibility (CSR) and the business opportunities it can generate. It is interesting to follow Pfizer's efforts to build a profile as a responsible company, which supports projects in global health and sustainable development and the use of this profile in the corporate business plan. For those of us who work with sales and marketing at a small or medium-sized businesses the difference in resources becomes very clear here. We do as well want to create a defined company identity to use in our business models, but do not have the same muscles. Inspired by a small company from the north of Sweden, Västerbottensost, I am convinced that it is possible to do this even with limited resources. A good start is to review the company's profile.
• What was the reason for the company starting and what was the original business idea? Write down the company history!
• Who are the users of products today and why? How are the products tailored to user needs?
• Analyze the competition. What is the brand's Unique Selling Points (USP)? How do the products stand in the competition and what are the benefits?
• What does the company's future look like? Write down the company vision?
From this, you get the brand value. A clear market positioning is now beginning to discern.
A clear corporate identity is not only important for the customer to understand when to turn to your company for business. A clear corporate image also provides the company guidance in using its resources right. For example, it is not only important to know why your customers choose you, but also important to know why, a seemingly potential, customers still opt for another product or technology. This in order not to waste your sales resources on so-called cold leads.
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