STA’s current work includes brand strategy development for two information technology firms. The firms have different areas of expertise and are at different stages of development. However, there are some notable similarities. First, both firms are talented, focused, and determined. Second, they both face the challenge of identifying, honing, and messaging a strong differentiator that will help take them to the next level.

The information technology landscape is very competitive. In order to grow revenue, profit, and value, the ideal position is to couple a well-defined niche with a strong differentiator. Placing a company in this position is a constant process of improvement—so a brand strategy reflects both the company as it currently stands and the company as it aspires to be.

Keeping those considerations in mind, you can see how there is a strong relationship between the brand of a business and its operations. In order for the aspirational part of the brand strategy to become a reality, there has to be changes at the operational level. Perhaps products or services need to be fine-tuned to better address customer needs. Perhaps the company needs to make better use of research to anticipate emerging market trends. Perhaps customer relationship management needs to be restructured and reinvigorated.

Embracing the relationship between brand strategy and operations is an important challenge. The strategy work, with its accompanying discovery process and resulting insights, should be viewed as an opportunity. Information technology companies that understand this have the best chance of success. STA’s aforementioned brand strategy clients have this viewpoint, which is great for both us and them—the result is a more effective brand strategy that costs less to develop.

It is also exciting to perform work for companies that want to BE better, not just APPEAR TO BE better!

Page 1 of 1 pages