What singles out a great company from a good company? Of the thousands of companies that are formed, only a handful have the defining quality of super brands – even fewer in business-to-business terms.
At any time there are many competing services and products in any sector, from plumbing to professional services, but only a handful would be described as brands. You can be a successful business but still only be half a brand. Many companies only brand what they do and consequently if they all do the same things as their competitors, then they end up looking the same and competing for the same business.
Most of us most of the time live in the dimensions of the present business environment and we struggle to compete for the present. It is when we take a time trip into the future that a business is capable of transcending the status quo. This is what makes a company a brand.
Breakthrough businesses, and the brands that represent them always desire to improve the future, they promote the land of milk and honey. It is the conceptual dimension that transforms them and makes them appear unique – there are few business-to-business companies that spend the time to explore the future dimension or are brave enough to truly exploit it. Therein lies the opportunity for B2B companies that want to become brand leaders in their sector.
It is a brand’s ability to express what is wrong today that enables it to position itself to make it right in the future, and importantly generate the belief that attracts customers to it. This is the central and golden rule of a transcendental branding approach.
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