Businesses can ensure that their transformation efforts align with their brand identity by understanding their customer base and their needs. They should focus on improving and innovating their products or services in a way that not only meets the needs of their customers but also aligns with the company's brand identity. For instance, Rawlings, the exclusive baseball manufacturer to the Major Leagues, realized that most of its customers aren't Major League players, but people who enjoy baseball and a good game of catch. Therefore, they focused on improving their product to cater to this larger customer base, while still maintaining their brand identity.
By customizing each part of a customer experience, a product or service increases in value. Using ke...
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