Defining your added value
Your Brand is the outward manifestation of the value delivered within your business. The key word here is value, NOT product, service or solution. Yes, value is delivered through the end product and services you deliver, but that is not the only source of value. Great value takes many forms.
It can be the care and attention you put into packaging your products so they can travel 4000 miles in pristine condition; the politeness of your logistics team when they arrive at goods in and how they always inspect every carton for damage whilst unloading, then ring your team on the customers behalf to immediately order any replacements; the way your site engineers use a portable hoover to clear up their mess after working at a customers’ site and the box of miniature heroes they leave in the maintenance office to apologise for the inconvenience (even when they didn’t cause any).
All of these individual examples constitute elements of value. It doesn’t matter so much what form this value takes. All that matters is that they are genuine expressions of the values that dictate how and why you do what you do. It is the combination of all your elements of value that establishes your actual (internal) value to the marketplace.
Unfortunately, you cannot explain the actual value you deliver to everyone individually. A customer will almost certainly appreciate your actual value when they are already engaged with your company, but how do you explain to someone you have never dealt with that what you do is better, more appropriate, and worth paying more for than your competitors down the road? This is where your brand comes in.