Conversation Agent - Valeria Maltoni - BrandingWire: Do They Have the "it" Factor?

« Meet the (New Media) Editor -- Chris Baskind, Vida Verde Media/ | Main | How Social Networks are Disrupting Everything you Know About Business »


Being pro-active. I didn't mention it, and I should have!

An IT firm creates a positive brand impression by not waiting for the client to call with a problem: they seek out the work. Engage in a conversation, chat to clients and even potential clients about their systems, networks and so on. Don't necessarily "sell" in these conversations; the idea is to help create a positive impression, and one of competence. (Of course, if the client clearly needs some help, don't be shy about offering it!)

Corporate IT (consulting) is a little different to the appliance repair-shop. You really have to engage the customer; the appliance store simply needs to sell you something.

Carolyn Ann

Invoices, business cards, how you answer the phone. It all speaks to your brand and the value people perceive from it. Are you a good brand steward? What is your promise? These are all pieces of the brand impression.

Valeria - I'm slowly making the rounds this week, but I enjoyed your post.

"A brand is built both on the company's characteristics and the perceptions of what the company does in the marketplace -- scarcity and demand are just one of the considerations."

Perception is all too often reality and companies really need to listen to their customers to learn their motivations and their perceptions.

We're doing this excercise in a vacuum, but it occurs to me that the comments from clients that their rates are high might not be a bad thing for two keeps out clients that do not fit their target and/or they are delivering a level of value that clients don't mind paying the higher rate.

People pay a premium for luxury autos for example and, while this is not apples to apples, they don't mind paying more for the quality and safety that comes along with the price tag.

But if that is the case here, the detailed invoices must change as you discuss above.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on the impact of technology on business, culture, and human behavior.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.