Having undertaken the development of full brand messaging with telecoms connectivity specialist Spitfire Network Solutions, I then wrote a brand value statement for them, expressing the essence of their brand promise to the market. This is always an exciting challenge, though the result can be difficult for any organisation to adopt and disseminate, even when it has participated in and welcomed its creation.
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OUR VALUE STATEMENT
Spitfire engineers and supplies enterprise level networking, internet connectivity and voice calling solutions for SME businesses.
In a competitive and largely undifferentiated marketplace, we distinguish our offer with the promise that Everything Works.
No matter how challenging or exceptional the requirement, absolutely everything (the solution we engineer, the support we back this with and the business relationship we wrap around these) will work perfectly for that customer.
This claim is driven primarily by the engineering excellence which underpins our solutions and gives our brand its DNA. In this regard, the solution we provide to our customers will not merely do the job it was required to do, but will do it in the technically optimal way, making best use of the most up to date technical innovation, based on our own, best in class engineering.
The result is that “it will work” – meaning it will be effective, efficient and reliable.
When a customer chooses Spitfire, however, we want them to be equally confident that the whole Spitfire package “will work”. We want them to feel that:
• with the network, connectivity and voice services on which their business
depends, Everything Works;
• with the support tools we back these up with, Everything Works;
• with the customer relationship they will experience with us, Everything Works.
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