Determine who your core customers are.

Figure out exactly how you want your brand to be known or seen by your core customers.

Develop a values inventory that lists the values you believe your customers hold along with the characteristics of your product that demonstrate those values and how your brand represents them.

Honestly review your existing communications and decide which ones allow your brand to be known the way you want it known and why. Those will provide a template for how to communicate the values your brand represents.

Correlated the customers' values with the product characteristics that best demonstrates those values. Focus is important at this step; keep the list to no more than 3 values and 3 characteristics per value. 

Next add the features of your existing communications that best demonstrate this relationship.

However, Chuck Martin, editor of IoT Daily, notes in his April 6 column that a new study including research by Oxford Economics and commissioned by Verizon shows that only about 8% of companies are using their Internet-generated data in a significant way. Significant here means using more than 25% of their IoT data. 

The two main drivers behind the use of IoT data are the same ones that have driven business since the beginning of commerce. A desire to increase revenue and a need to reduce cost.

While the percentage of companies making significant use of IoT data is minuscule right now, the study estimates that nearly half of businesses with IoT data will be using more than 25% of it within two to three years. 

But that means that 3 years from now 1 of every 2 businesses with IoT data will continue a hands-off approach to using this information for business-building purposes

The Internet of Things denotes the constantly expanding network of physical devices that use an IP address to connect and communication with other Internet-enabled devices and systems. These devices include programmable home thermostats and wearable fitness-monitoring devices.

Another factor that comes into play is the reluctance of consumers to share personal data for what might be considered “off-label” uses.