Last month we were invited to speak in Scottsdale, Ariz., for Honeywell’s annual CONNECT Expo. One of the topics we were speaking on was the importance of brand, and during the Q-and-A session, some common questions from the dealers in the room were what exactly is brand, what does it mean for my company andhow do I ensure I’m doing a good job with it?
First, there are many ways to describe brand, but here’s our simplistic definition and how it applies to your security company: Brand is simply how you separate yourself from the competition; your brand sets the expectation of what potential customers can experience when they choose to go with your company over the others.