The Power of a Brand That Delivers on Its Promise

Posted: June 5th, 2013 | Author: | Filed under: Behind the Scenes | Tags: , , | Comments Off on The Power of a Brand That Delivers on Its Promise

Sometimes, a brand can become so powerful that it can carry the entire organisation and even take over as a corporate identity.  We come across many stories where a brand becomes larger than life, bigger than the corporation running it, thus creating the ultimate experience for the customer. That’s the sign that a brand has fully delivered on its promise.

At Comptel, we did a brand refresh last year to align with our ‘Event-Analysis-Action’ strategy; the essence of it is captured in our slogan, ‘Making Data Beautiful’. Such a simple brand promise requires serious behind-the-scenes planning, because we have to tackle the complex, real-world scenarios behind Big Data, and introduce Comptel’s technological innovation and strategic framework as a key differentiator.

So how do we make data beautiful? I usually get this question from a lot of different people, from journalists to customers to new employees.  My answer is simple: we specialise in telecommunications and have been serving companies that have staggering amounts of data (Comptel processes 20 percent of global mobile data) for more than 26 years. This data has been collected, processed and analysed—and turned from intelligence into real-time opportunities for our customers. Ultimately, what we do brings people closer to their interests and their loved ones. We think that is beautiful.

The tag line expresses not just what Comptel does, but how we feel about our brand. It combines the rational (data) with the emotional (beautiful). Together, these two values basically define our company. We apply analytics to data in a way that allows for intelligent decisions, smart operations and the automation of customer interactions—turning Big Data into business opportunities for communications service providers (CSPs).

We recently got recognised for our ability to take CSPs to the next level in customer experience management. Such recognition not only endorses our brand but also helps to quantify value for our customers.

We are constantly thinking of partnerships to enhance our portfolio and fulfill our brand promise to our customers. Recently, we’ve been working with salesforce.com to commercialise the smart order validation opportunity. Comptel showcases the value of our growing portfolio to our customers through a solid track record of reducing costs, supporting service innovation, enabling operational excellence and improving the quality of customer interactions for CSPs across the globe.

Creating and maintaining a valuable brand may look easy, but it involves great thought leadership, engaging the right audience and constant validation to support your positioning in the market. Your brand helps build the perception of your organisation, and it goes much further than just your logo. After all, you need to stand out to be noticed, and what is a better way to be noticed than being a brand that delivers on its promise?

Image: 123ref.com

Comments are closed.