I Read A Lot About Branding, Positioning And Sustainable Identity, What s The Scoop?
You are reading about essentially the same concept. No matter what you call it, and I like sustainable identity, it s about how you are generally perceived by others (customers, prospects, suppliers, people in the industry) in business. The idea is that your name attached to a product or service MEANS something, quality for example. The more your name is associated with a product or service people want, and they think of your name first when they want to buy, then the more likely they are to buy from you. Sustainable identity is critically important to even the largest companies who spend millions of dollars supporting their unique identity. It is even more important to the smaller firm that wants to parlay every effort into greater sales opportunities.
