Do you know your DNA?

In my limited experience of being a branding and image consultant for a lot of IT, IT services and IT-enabled services companies, there was one constant challenge. With the exception of a few, the business model/content of communication of majority of companies in this space is absolutely indistinguishable. However, there was always a lingering question, which begged an answer and, answer to which I thought would be the basis of differentiation for a whole lot of players in these sectors.