A strong brand makes a difference

A clear brand identity not only strengthens a company but also its employees and customers. This also applies to small and medium-sized lift manufacturers.

By Martina and Alexander Koch

At the last meeting of the GAT Juniors, we tackled a question that is often underestimated. What constitutes a good brand? Particularly in the lift sector, where technical innovations are quickly copied, a strong brand is a decisive advantage. It provides orientation, both internally as well as externally.

A brand is more than a logo – it creates an identity. Many rely on outstanding technology. But how do we ensure that customers and talents do not overlook us? With a brand of our own.

Because it ensures:
– Differentiation: Why exactly should customers choose us?
– Trust: It creates certainty for customers and employees.
– Commitment: Employees who identify with the values of a company work with greater motivation and stay longer.

Why a strong brand motivates

The centrepiece of every company is its own brand. It helps to create a culture in which employees are proud of their work. For managers in particular, a clear brand identity provides orientation: where do we want to be? What do we stand for? And that pays off – especially at a time when key personnel are hard to find.

Customer retention through identity

Model of the Golden Circle, C3 concept presentation. Photo: © C³ Concept/okapidesign / frei verfügbar gem. Firefly-Lizenz

A brand is not a marketing gag – it is a promise. Customers are not just looking for a technical solution, they are looking for a reliable partner. SMEs have an advantage here: scoring points with authenticity, creating close bonds and developing a bond.

This is how you find your brand

We have worked in coaching with Simon Sinek’s golden circle model. This clearly formulates the "Why?", "How?" and "What?".
1. WHY do we exist? (e.g. "We fashion urban mobility sustainably and intelligently.")
2. HOW do we implement it? (e.g. "With innovative technology and excellent service.")
3. WHAT exactly do we offer? (e.g. "We build lifts, modernise installations and provide reliable maintenance.")

This clarity makes every company unmistakeable – above and beyond the technology.

Conclusion Your own brand is a success factor

Anyone who wants to be successful in the long term needs more than good products. A strong brand creates trust, motivates the team and positions businesses clearly on the market. What counts is reflecting values, actively shaping the market and engaging in consistent communication.

Martina Koch is knowledge manager, Alexander Koch systemic business coach for organisational development. Alexader Koch recently held a workshop on brand formation at the GAT Junior Meeting.

More information: c3-concept.com