Your brand, your referral

Back to overview 13.04.2023

Owning your brand is essential for service providers

By Iain Sinnott, Head of International Carriers, Enreach for Services Providers

A group of accountants is attending an annual conference and, over the lunch break, one of them laments how their comms system is not fit-for-purpose. Another accountant then shares that they have had a great experience with another comms supplier — let’s call it Sinnott Telecom — a fact heard by six other accountants listening. So, if those accountants do an online search, they will find Sinnott Telecom and hopefully make contact to find out more.

Conversely, imagine that the accountant mentions the technology vendor instead of Sinnott Telecom. So, when that same group of accountants performs an online search, they look for the technology brand, and guess what? A dozen different results pop up: Sinnott Telecom might be one of those, but it will be among a list of competitors offering the same technology solution.

Understandably, being associated with well-known brand names has a natural appeal and can help to generate interest among customers actively looking for that technology. However, service providers will have to work much harder at customer engagement to ensure success is attributed to them rather than the technology vendor. That means more investment in marketing to stay visible in a sea of other branded resellers.

The magic of white-labelling

We believe that the relationship and visibility with the customer should stay with the service provider. This is why we are passionate about giving our partners a choice of white labelling options and enabling them to own the entire customer relationship. As far as their customers are concerned, they buy from our service providers, not from us.

Consequently, the service provider gets all the credit. Plus, their marketing investments are for their own benefit, not shared with other companies offering the same underlying technology. Want to buy services from Sinnott Telecom? There is only one place to go.

However, what’s under the hood at our imaginary service provider is a comprehensive set of converged contact solutions, integrating apps, devices, platforms, and networks into one seamless environment tailored to each company and its users. Services include customer experience, collaboration and mobile, with white-label options in many languages, technical support, and analytics.

The net result is that our service providers can rely on comprehensive, reliable and flexible technology so that they can focus on what they do best: looking after customers, giving them a great experience, and getting credit for their own hard work. And then those customers share that good news, hence: your brand, your referral.

+ Why is owning my brand important as a service provider?

Owning your brand allows you to establish a direct relationship with your customers, ensuring that they associate their positive experiences with your company rather than a third-party technology vendor. This enhances customer loyalty and recognition.

+ How does white labeling benefit service providers?

White labeling enables service providers to present their offerings under their own brand name, allowing them to maintain control over customer relationships and marketing efforts. This means that all marketing investments directly benefit the service provider, rather than being diluted among multiple vendors.

+ What challenges do service providers face when relying on technology vendors?

When service providers depend on technology vendors for branding, they risk being lost among competitors. Customers may search for the technology brand instead of the service provider, making it harder for the provider to stand out and receive credit for their services.

+ What types of services can I offer through white labeling?

Through white labeling, you can offer a range of services, including customer experience solutions, collaboration tools, mobile applications, and analytics, all tailored to meet the specific needs of your customers.

+ How can I ensure my marketing efforts are effective?

To maximize the effectiveness of your marketing, focus on building a strong brand identity, engaging with your customers through personalized communication, and showcasing your unique value propositions. This will help differentiate you from competitors.

+ What is the ultimate goal of owning my brand?

The ultimate goal is to create a strong, recognizable brand that customers trust and prefer, leading to increased referrals and business growth. By owning your brand, you can ensure that your hard work is recognized and rewarded.

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