My friend Dave McConachie runs a small business called Digitech. They specialize in Renewable Printer Cartridges. I was fortunate to be given the opportunity to develop Dave’s branding strategy for Digitech when he took it over the company a couple of years back. Dave was already passionate about the environment and as I learned more about his business over several coffee and lunch meetings on Commercial Drive, together we decided that Digitech would differentiate itself from the competition by taking a very strong, environmentally-responsible stance in the products it produced and in the way they produced them, going as far as delivering the printer cartridges in hybrid vehicles! By running his business this way, he was helping his customers be environmentally responsible by just using Digitech’s products and services. His message is catching on; his company was recently featured on Get Connected which you can watch here.
I love what Dave has done with his company, and the success he is having in standing out from the rest in his industry. What makes this work is the branding strategy is authentic because it aligns with Dave’s passion and beliefs and customers see that at every point of contact. Great work Dave!
Rajan is the founder and Editor-in-Chief of BIG Marketing for Small Business. He's an award-winning marketing strategist who is passionate about branding, digital marketing and social media. He spent nearly a decade as the marketing executive at global IT firm Peer 1 Hosting and was instrumental in their explosive growth.