How we packageourselves reflects and builds our market reputation, which drives brandawareness, which drives results.
The ultimate goal is to have the nature ofwhat we do understood and recognized by every HR professional and CEO acrossthe globe—so brand identity is very, very important.
We must captureour buyer’s attention, first and foremost, on an emotional level. Then, weprove our expertise through rational proof, which helps us gain trust and forman ongoing partnership. Our goal isn’t just a business relationship—it’s also apersonal relationship. We must think like our customers, put ourselves in theirshoes, and bring solutions to the table that we would expect ourselves.