What a strong unique commercial identity provides:
A simple truth to act as the backbone for marketing, sales, operational and internal communications – creating consistency, clarity and ease of understanding.
Marketing and communications are easier to produce and have better success rates.
Competitive advantages can be properly utilised to survive and thrive and stand out from competition.
Suppliers understand what you need and how to sell you something relevant and useful – whether a creative design team, or other core supplier.
Your team can act appropriately to further the companies goals – rather than adding to confusion, they are clear on who the business is, and why it exists. This can overcome many educational and training (expensive) dilemmas.
You position yourself better for attraction marketing – ideal customers will better find you because of the clarity of what you offer and your understanding of your own relevance.
From this core identity, strategy is natural – devising the right objectives, and how to deliver them on the short, medium and long term and what you need to get you there. It acts as a checkpoint for making the right decisions.
The stronger, more memorable and unique your commercial identity, the stronger your business is as an asset.