CRM Buyer Talkback
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The most common and least understood marketing barrier facing outsourcing service providers is the absence of a strong brand. Most brands associated with IT and IT-enabled services companies are chosen on the basis of criteria relevant to where outsourcing firms are based, rather than where they intend to do business. In the outsourcing industry, branding challenges are most acute for companies based outside of their target market -- that is, based in locations with competitive cost advantages.
You've covered a lot of ground in this article including marketing, branding, brand identity and web identity. I think you are spot-on about the importance of this and, especially here in India, perhaps the under-appreciation of this area among the mid-tier players.
I might add a commandment that some of your other 10 touch on but I think bears commandment status, that is: "Be culturally sensitive". The way that we like to sell here in India is not necessarily the way that people in the US or UK or elsewhere like to buy. Compare the look, feel and "workflow" of the average Indian market and the average American mall. You don't necessarily want these vast differences showing up in subtle or not so subtle ways on your website.