7. Building Its Own Brand
AVI-SPL said it recognizes the importance of building and maintaining its own unique brand to remain a market leader. One of the easiest ways to do that, the company said, is through a broad services portfolio.
"From a services perspective, we are absolutely selling our brand," said Tim Riek, senior vice president of AVI-SPL's services operations. "And, quite frankly, while we appreciate the support we get from our partners and recognize the importance of them being a part of the solution, we don't want our partners to associate us only with their logos. We want them to see the value-add AVI-SPL brings."
Brandofino said another way AVI-SPL drives recognition of its own brand is to include its logo on every piece of equipment it sells, along with a help desk number. "I don't hear [customers] saying, 'We are going into our Polycom [conference] room,' but I hear them say, 'I'm going into the AVI-SPL room that they built for us.' "