Defining who you are as a business and and what you aim to stand for, is one of the most crucial questions to answer for every organization. It defines the essence of your brand. It tells customers why they should choose your products and services above those of your competitors. It gives meaning to employees and underlines why they shouldn’t work anywhere else. It is the foundation for differentiating your business and making it unique – creating customer preference, employee loyalty and competitive advantage at the same time.
However, in today’s world, it’s not easy to find an answer to this challenge for the ‘new normal’. Most industries fight commoditization. Rational product and service attributes are interchangeable. Employee renumeration and benefits are equally difficult to differentiate. So finding an answer to the question “Why do we exist and what sets us apart?” is easier said than done. However, it is the only way to stand out from the crowd.