How an Identity Problem Can Affect Revenue

Identity and revenue have one thing in common: value.

This word has two meanings that seem distinct but are, in fact, deeply connected: value as “a set of intellectual or moral qualities, the principles by which an individual acts and navigates the world”; and value as “the monetary worth of a good or service”.

The connection between the two emerges when what a company authentically is becomes relevant to its customers. When that value remains unclear, price can carry more weight and selling can require greater effort. Before launching a new campaign, changing a label or rebranding, you need to understand what makes the company distinctive, who it matters to and whether that difference is perceived. Aligning identity, positioning and communication makes the reason to choose you clearer and supports sales. Start with a question: can your customers explain why they choose you, specifically? And ask yourself: would you buy from a stranger who has nothing particularly meaningful to offer you?

Finding Your Way as the Market Changes

Artificial intelligence, new channels, new consumption habits: every change can open up an opportunity. But chasing them all can make your positioning less clear. Yet when every trend seems worth pursuing, a company’s positioning loses definition. Initiatives multiply in an effort not to “fall behind”, direction becomes fragmented and chaos increases. Returning to who you are means refocusing on the company’s capabilities, history and value. Then comes the courage to compare them with market needs and choose which trends to interpret through your own DNA. Which ones help us evolve and build relationships with customers? The more you reconnect with who you are, the better you can choose how to change and turn a shift in the market into an opportunity.

Brand Awareness: They Recognise You, But Do They Still Choose You?

You have an iconic product and a well-known brand. For years, you dominated the category. It’s a privileged place to be.

Then you start loosing market share. You change campaigns, revisit your positioning and multiply promotions. Yet the results keep getting worse. Customers recognise you, but do they still know why they would choose you today? Perhaps it is like recognising someone by their height without recognising their character, their heart. To understand where the relationship has weakened, you need to look inward: at identity, value and coherence. And outward: at what people perceive and the reasons they prefer others over you. Recognise who you are first, then make yourself recognisable to others. That is where a direction can emerge that brings brand and customers closer together again.