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Identifying your strengths and ensuring you deliver on nothing less than the best will distinguish you from the rest, writes Gabi Babinszky, director of Brandex.

Over the last year, Brandex has streamlined its business model to align its focus to its existing capacities. Refining our business model in this way has meant that we are far more agile than ever before, and this has allowed us to pay attention to ensuring that we do not waver from our commitment to service delivery excellence.

Previously, Brandex was a facilitator fully reliant on suppliers providing stock but business opportunities were being compromised and our service delivery was suffering. We have since changed our focus and now operate solely as an audiovisual specialist delivering complete AV solutions. Following the roll-out of this new company structure in 2019, we have been able to work more closely with clients who previously may have been in competition with us under the old model. It has also provided us with greater capacity to focus more attention on our service delivery.

Doing it all can risk it all

As we have seen all too often within our industry, businesses endeavour to develop as broad and as extensive an offering as possible. From a client perspective, while it is great working with a company that provides a 360-degree solution, without the resources in place to ensure that there is sufficient capacity, attempts at trying to do it all may come at a cost to other aspects of a business and cause irreparable reputational damage to the brand for a poorly executed project. In our close-knit industry, this is far too great a risk to assume and, being so exceptionally passionate about what we do, we would rather focus on what we know we are good at than force-fit a service or solution that we could likely deliver on but that may not necessarily be part of our core business offering – all in the hopes of securing business.

“From a client perspective, while it is great working with a company that provides a 360-degree solution, without the resources in place to ensure that there is sufficient capacity, attempts at trying to do it all may come at a cost to other aspects of a business and cause irreparable reputational damage to the brand for a poorly executed project.”

2020 and the road ahead

Based on the success of the last year at Brandex and applying the same train of thought when we rebranded the company last year, we believe that it is within the interests of each and every single player within the industry to properly assess and evaluate where their strengths lie and to place a greater focus on this than on growing an offering that may be difficult to implement for a number of reasons – cost, practicality and technicality, among others. Not only this, but it is also important to establish a solid understanding of the market in which we are operating – as we can attest to, having a firm grasp on what we are able to bring to the market has made all the difference to how we work and the role we play within the industry.

The competition will always be there but we pride ourselves on providing an offering to the industry that we feel adds real value, and we believe that, in 2020, this is what will set us aside as a cut above the rest.