Introducing the "Pillars of SONARAY" - Understanding the SONARAY DNA

SONARAY has a recently introduced “descriptive mark” that exemplifies the pillars of what the brand stands for or strives for when it comes to conducting business. According to SONARAY these attributes form the basis for the way the brand operates. While stopping short of calling the attributes part of what would conventionally be looked at as a mission statement, SONARAY said they believe the descriptive mark will help with building brand awareness among manufacturer representative firms, supply houses, end customers, media, and stakeholders. The attributes form the “DNA” or what the brand is really about and how it presents itself to customers. The attributes are as follows:

  • Customer First

  • Shared Success

  • Innovation

  • Responsiveness

  • Custom Solutions

  • On-hand Inventory

  • Accuracy

  • Quick Shipping

According to Ron Acorn, President of SONARAY: “Since our inception SONARAY has tried to conduct business in a very different way. Many people claim they are a “customer first” company, but we really try to live that out in our daily activities and establishing our priorities within the company. We have tangible, measurable goals that reach far beyond a profit and loss statement. Our collective efforts are really focused on providing a technology solution that makes other people successful. We believe that our mission, if you will, is to make those we deal with more successful in their efforts. This in turn will result in a positive outcome for everyone including our customers and stakeholders all throughout the value chain and within our company.”

SONARAY continues to promote that they are an easy brand to do business with when it comes to placing orders, having product delivered, and then having the product perform to expectations. SONARAY maintains a very large stock of stateside inventory and ships a large percentage of routine orders within several days of receipt. SONARAY also delivers “special” orders in a respectable time frame (usually 4-5 weeks) and maintains that inventory position is one of the things that they do best.

“Our goal is to satisfy every customer and have every customer be a reference account” Acorn says. “While this may be impossible we find this challenge to be one that forms the basis for how we run the business and what we feel really drives us to be different than other companies.”

Start to look for the new “descriptive mark” in SONARAY marketing and on various product packaging going forward.

SONARAY distributes its products across the Americas through a network of supply houses and some of the most experienced and trusted lighting representative firms in the world. To find out more about SONARAY, visit www.sonarayled.com.

Ken Bryant