This is the basis of any sales and marketing strategy, equipping you for success, based on one or more of these:
Price is rarely a differentiator.
The lowest cost producer doesn’t always win – the one with the deepest pockets does.
Besides which, there’s always someone cheaper tomorrow.
Your corporate brand should be applied to differentiate your team, whether at a corporate, practice or unit level. It should create the expectation of great things to come from your team.
So that you become a ‘must include on the list’ business.