Many service companies do not work hard on their brand because they think they can do it without a product. But service companies miss so many benefits of branding - awareness, appeal, influence - and allows you to charge a higher fee.
To mark a service successfully, you must understand the four differences between product branding and service branding:
Service companies have less target markets
Companies that sell products can enjoy the marketing to the larger target markets, because they can deliver their products wor
ldwide. Of course they do better to concentrate on a smaller market, but it is their choice; service companies generally have to market a demographic that is close to their store.
Service companies must use booklet printing instead of TV ads, flyers instead of catalogs. Their services can not travel far, then they need to buckle down and target their market to a small niche, often by demographic developments.
Service companies can not focus on how they differ
Most service providers provide the same kind of service as their competitors, so it is not worth spending too much time saying how a service company different from the next.
Instead, service companies focus on being relevant to their target market. The fire service should merge needs and wishes of the customer with the values and nature of the business. Communicate how you help your customers and how reliable you are. Show the customer that you are consistent with their philosophy of life - whether it is working hard in a serious environmental or working hard in a fun environment.
Service companies do not have to worry about market share
Companies like Nike or Ford worry about their position in the market all the time and try to brand itself as the top brand and company in the market. They can do this with the number of products they sell. But it is not so easy to service. You can not be valued by the number of items left in your inventory.
In addition, many services as accountants, lawyers and dry cleaners can all be successful based on their individual income. Overall, shifts in product preference not happen service-based companies. If a change occurs, it affects them all, not just one. Focus on increasing your revenue, not your market share.
Your employees are a major part of your brand in a service
Service companies do not have the luxury to display products that customers can view and test drive before buying. This means service providers must rely on their employees to come out of their fire for them.
Communicate your brand message to all your employees - whether it's prompt service, detailed service or whatever you choose - and make sure your employees are communicating your brand ideals to each customer.
