Mike Wagner has an interesting blog and defines a brand owner as "someone who refuses to tell anyone’s story but their own".
So I thought about the story my employer tells clients. I’ve experimented with ideas on building our brand equity with our #1 client, a global payments processing firm. That bore the Email Experiment. While we provide top quality service regardless, at the execution level I’ve found it mainly means that we need to connect with the client team.
In the commoditized IT services world, there is little distinction in our stories. By Mike’s account, we could be creating the next Starbucks or Jungle Jim’s. So our story to the client manager is:
1. Professional and highly responsive to the team’s needs and questions
2. Personalized service delivery: understand how his team thinks & works
3. Focus on corporate ethics with 100% transparency in our delivery
We also close-mike our model – we don’t shy away from telling them that we follow the rules, that we’re open and transparent in our paperwork and always keep the channels of communication open with them. Our story would be that of an open-as-a-book, passionate and interactive service provider.
Notes: Read Rajesh Setty’s book Beyond Code to distinguish yourself from the pack. I am currently reading it and will post a review when I am done.