Get Set With Right Branding

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Establishing a good branding is necessary for the VAR to create market differentiation and market equity for better business.

Making a success of a business depends on the extent to which a reseller is involved in brand and image building activities. A value-added reseller needs to look at this not for short-term gains but for long term success. There is lot of time and money involved that may not give you an overnight result but sustained efforts does bring in its sweet rewards.
Gone are the days of product based selling. Resellers to survive need to graduate to solution based selling. And to do that they need to differentiate their solutions from his competitors’ in an obvious way.

Earlier the only way a reseller looked at getting customer was to sell the cheapest solution. But that will have to change now. In this highly competitive scenario most resellers are selling almost similar ranges of products. So to make his business a success he need to create a solution that is different but more importantly he needs to let the customers know that he can do so. The VAR or the solution provider a

lso needs to be very clear about its positioning and customers. Once the reseller can do that then it will be easy for it design its solutions to fit the demand. This goes a long way in gaining and retaining the customer mind-share, which is what finally leads to a good branding.

The differentiators in its solutions will be what that will help a VAR retain a customer’s mindshare. But once it has offered a solution that is unique then it is up the solution provider to sustain that with continuos image building activities, be it good after sales service, maintenance or PR activities like seminars and road shows. For most solution provider or VAR, the vendor’s popular image can overshadow the VAR organization’s branding. So a good solution and post sales service can help it create a differentiater from its principles.

The stress on image building cannot be enough, as market research has shown that despite information provided, most customers prefer make a decision based on w