Defining what sets you apart from others and what you want to stand for in the eyes of your stakeholders is one of the most important questions for any company to answer.

It defines the essence of your brand(s) and your identity. It conveys to your customers why they should choose your products and services and not those of your competitors.
It gives meaning to your employees’ work and emphasises why they should not work for any other company. It is the basis for differentiating your company from competition and making it unique – and thus achieving customer preference, employee loyalty and competitive advantage at the same time.

But not least against the background of the many challenges of our time, it is anything but easy to answer this question and grow as a company and/or brand.

Most industries are struggling with commoditisation. But rational product features and services are increasingly interchangeable. Employee remuneration and fringe benefits are just as difficult to differentiate.

Finding an answer to the question “Why do we exist and what makes us special?” is therefore easier said than done.

Nevertheless, it is the only way you can really differentiate yourself from your competitors and be successful in the long term.

COMPANIES:

• Purpose & Destiny
• Vision, Mission & Values
• Strategy & Business Model
• Structures & Processes
• Leadership & Governance