What box are you in?
October 27th, 2008It is human nature to put things into boxes.
We need them there so that we can relate and understand something in relation to everything else we know.
What box are you in?
What box have others put you in?
Are you happy with them? Identify some boxes…
Wait.ย
Why do we need to be in a box? Our name is enough. ย We need Ben Young. ย We need Nike. ย We need Alibaba.
Build a brand, let that be what defines you, avoid boxes, build your brand.
You need to ask,ย How can I build our company brand so that people ask for us not our box category?
Tags: box, box thinking, branding, personal branding, reputation
This entry was posted on Monday, October 27th, 2008 at 6:18 pm. 
October 27th, 2008 at 6:30 pm
You’re so right Ben. Our company struggles with the whole “box” thing, only because we’re different things to different people.
For us it’s also about our clients doing our selling for us – do great work, make them the hero, they love us, they talk about us (it’s a lot harder than it sounds, but you get the idea). When they talk about us, they talk about what we did for them rather than the box or label.
So happy clients help build your brand as well!
October 27th, 2008 at 6:58 pm
Your in a gold spot if your clients are selling for you, can’t ask for much better than that! Great way to build your brand, we need you! Not we need a standard industry box.
October 27th, 2008 at 9:45 pm
Great Question Ben!
We may need to start with the brand essence at it’s infancy/foundational stages. This is crucial in creating consistent service delivery (from inception to execution) which I believe is through a trained Customer Service team. No other department in a company is fortunate enough to listen to clients and provide solutions.
If we nail this, clients do the selling and they return to us not the box.