I recently read an article in the National Geographic about how the United Nations has declared that 2010 be the International Year of Biodiversity. In conjunction with this recognition, scientists are now using the simple bar code that we all see on packages we purchase and that are scanned, to assist in the classification of the over 1.7 million species already named on Earth. Each bar is comprised of 600-odd spots that can be filled by any of four different DNA bases, and that two species will rarely have the exact same sequence. Already they have coded nearly 40,000 species of moth and butterfly and the hope is that they will have 500,000 species coded by 2015.
Is it possible to bar code your company? The answer is yes.
There are no two businesses that are exactly alike even though they may be tenacious competitors. The “DNA” that comprises each company can be uniquely identified and categorized to illustrate what its essential “brand” is.
Why is this important?
This is the process by which you can identify the unique strengths that you have that no one else has, and it is those strengths that can then make up the marketing message that you communicate. Your uniqueness will also be recognized by your community, the individuals in your social sphere who understand and appreciate what it is about you that makes you unique. They will be the messengers who bring light to your “DNA” and make it known to those who may not recognize your uniqueness. It is the essence of who you are and the value you bring to the world and it should be identified and brought to the attention of every employee you have, so they can also help in communicating what it is that makes you unique. It is your differentiator.
Isn’t it time to bar code your company? The answer is yes and the time is now.
I’d be interested in knowing whether anyone has gone through this process with their company. Comment below and let me know.