how to brand a service company [Expert Answers]



Last updated : Sept 9, 2022
Written by : Dakota Kleefisch
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how to brand a service company

How do you create a branding of service?

  1. Identify your target audience.
  2. Develop your brand position.
  3. Choose a business name.
  4. Share your brand's story.
  5. Establish your brand's look.
  6. Create a logo.
  7. Write your slogan.
  8. Integrate your brand everywhere.

Can service be branded?

Branding services can be just as important to your business success as branding a product. Your brand tells customers that you're a pit-bull lawyer, a compassionate hospital, or an experienced, savvy business guru. You can't stamp a logo on a service like a product, but the branding of services is still doable.

What are the 4 steps of branding?

  • Step 1: Brand Salience – In this step, it is crucial to establish your identity and ask yourself as the brand, “who are you?”
  • Step 2: Performance and Imagery –
  • Step 3: Judgement and Feelings –
  • Step 4: Brand Resonance –

What makes a good service brand?

To build an outstanding service brand, clarify your message, show some enthusiasm, be proactive, be responsive, anticipate your customer needs, delight them by continuing to solve their problems and above all else.

How do you name a brand in 10 steps?

  1. Develop Your Brand Strategy.
  2. Research the Market, Competitors, and Consumers.
  3. Identify the Message Your Brand Should Communicate.
  4. Brainstorm without Judging.
  5. Create a Short List.
  6. Trademark and Domain Name Availability Search.
  7. Create a Shorter Short List.
  8. Develop Brand Marketing Mock-ups.

What are branding strategies?

A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.

What are 4 types of brands?

What Are 4 Types of Brands? There are numerous types of brands, but the four most common ones include corporate brands, personal brands, product brands, and service brands.

What is service branding model?

In the service branding model, brand equity is built up by brand awareness and brand meaning. These in turn are built up by the companies' presented brand, external brand communication and customer experience with company (Berry, 2000).

What's a service brand?

Service Branding is a strategy in which a provider's services become its products, which can then be uniquely marketed to optimize reach and sales. Service branding plays an important role in the contribution to value creation and economic growth at the company level. Unlike products, services are not tangible.

What are the 5 parts of branding?

The process of branding is complete only when you have carefully defined and considered these five key elements: promise, position, personality traits, story and associations.

What is in a full branding package?

A branding package is all the separate branded resources a company uses to help create a unified experience for their customer. This can include anything from print to online and physical assets, such as a logo, brand colors, and even the font you use on your website.

How a brand is built?

How do you develop a brand? Brand creation involves identifying your business strategy, target customers and their needs, your competition, and your brand positioning and messaging. Once you know your core brand identity, you can create a logo and tagline and develop a branding and marketing strategy alongside.

What are 3 important aspects of a successful brand?

  • Consistency. Focused, consistent branding makes it clear to customers what they can expect from you.
  • Community. Once you have a clear definition of your brand, you can zero in on the right market for your business.
  • Content.
  • A brand for now and the future.

What are the 3 components of a brand?

You can start creating, developing or improving your brand strategy by focusing on these three core elements of a brand: Promise, Positioning, and Performance. These elements are referred to as the Three Brand Ps. A brand's success depends on how well these elements are defined, planned and executed.

What is the best branding strategy?

  1. Target audience knowledge.
  2. Strong unique value proposition.
  3. Passion is observable.
  4. Out-of-the-box thinking.
  5. Consistency.
  6. The brand's objective comes first.
  7. Exceptional brand slogans (or taglines)
  8. The brand always provides value.

What is the 7 P's of marketing?

It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.

How do you create a unique brand name?

  1. START WITH THE END IN MIND. As with all marketing, a clear brief is critical to success.
  2. THINK BIG FROM THE START.
  3. BUILD ON BRAND TRUTH.
  4. PLAY AROUND WITH WORDS.
  5. ADD SOME PERSONALITY.
  6. USE 'PARALLEL PROCESSING'
  7. LESS IS MORE.
  8. THINK PROTECTION BEFORE YOU GO TOO FAR.

What is a brand name example?

What is a Brand Name? A brand name is the name that you use to identify the family of products or services that you offer or a single line of products or services that you offer. For example, Nike is the brand name used on most products manufactured by Nike, Inc.

What is a brand key?

Brand Keys is a brand research consultancy specializing in predictive consumer behavioral brand equity, loyalty, and engagement metrics.

What are 3 branding strategies?

The three brand strategies commonly used amongst large firms for deciding which products will contribute to which brand names are Multi-product Branding, Multi-branding, and Private Branding.


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how to brand a service company


Comment by Michale Hufft

why our brands important let's take a look at one of the best brands in the world coca-cola the total market value of the company is around a hundred and seventy five billion dollars but one asset in particular makes up about 75 billion of that and it's not the secret recipe it's the brand brands are both a strategic as well as a financial asset a strong brand creates customer loyalty and that increases the value of your company value which can grow if you continue to invest in the brand there are many other benefits of brands brands allow you to set higher prices for your products and services people associate higher quality to branded products and they'll pay more than for a generic version even when the two products are identical why because they trust the branded product more brands make and keep their promises once your product is branded you typically earn a higher market share while lowering your cost of sales loyal customers don't need to be marketed to as much with an established brand it's easier to launch new products when consumers see the brand's logo on a new product they instantly associate the brand promise to that new product from day one there are other benefits of brands than just the marketing advantages for example studies show that companies with great brands have lower employee turnover popular brands help companies recruit the most talented and passionate employees brands creates status and esteem for your company in the minds of industry leaders community leaders the media and financial markets like Wall Street but despite all these benefits it may not make sense for you to create a brand there are certain business situations where it would be a waste of money for example in completely new markets where there are very few if any customers you'd be smarter to invest your resources in growing awareness and interest in the category first if you're already the a leader with most of the market share creating a brand probably won't pay off if you're in a highly fragmented industry with hundreds or even thousands of small competitors a brand may not be able to reach enough customers to make it worthwhile if you're a business is such that you have only a handful of customers perhaps even one customer like the government branding won't do much so take a look at your situation before you jump right into it but if your business depends on creating loyal repeat customers a strong brand is the surest way to do it you the branding process has five steps first we have to define the brand and everything that goes into it a brand is a promise so we have to clearly define what that promise is and the core values behind it think of the values as the DNA of the brand at this step we also define how the brand links to your overall business and other brands that you may have brands don't exist in isolation so we have to give them a home so to speak somewhere in your portfolio we also have to define what are called brand drivers brand drivers define how the core values will be manifested into the marketing mix or key business processes that support the brand it's all the things associated with a brand that help you translate its value into actions the next step of the branding process is to position the brand essentially we are shaping how customers think about the brand we identify who those customers are what benefits they seek from your products and services and what they currently believe about those products and services versus the competition at this step we're making the direct link between the products value proposition and the brand promise once you define the brand promise and how its position in the market place you need to express the brand imagine the brand as a person a person needs a name a personality in an identity in terms of what they look like you do the same for brands at this step we create brand names and logos to help customers easily recognize the brand and remember the promise that it delivers at this stage it's time to build awareness of the brand and put it to work for you we do that by communicating it and we do that both internally to our own organization as well as externally to the market why internally your employees and distributors play a critical role in delivering the promise they create and deliver products and services that deliver benefits that customers expect given the promise the brand has made keeping a brand strong means we have to communicate continuously and most importantly consistently to reinforce the promise in people's minds if you don't brands lose their value and that leads us to the final step of the brand building process measure you want to measure the value of the brand or what we call brand equity it's what you accrue when you develop promote and deliver an authentic brand promise as brand equity increases company value increases you also measure the brand's performance is it living up to the promise and isn't doing what you expected it to for your business the brand building process takes time and money but if you do it right you'll create strong healthy brands that make your business more successful let's start building a brand first we have to identify the values of the brand remember that a brand is a promise and underneath that promise must be a supporting set of values they're like a foundation underneath a home for example if I make a promise to you it's because I believe certain things are important otherwise I wouldn't make the promise the same is true of brands that we created marketing think of brand values as the key behaviors or virtues of the brand that need to be expressed consistently day in and day out taken together these values form the essence or the theme of the brand they're like a belief system of the brand determining the brand values starts by understanding the overall marketing strategy of your business what kind of products and services do you offer what are the key trends and new opportunities in your markets who are your customers and who are your competitors given that what is your overall value proposition in the marketplace you've got to have a solid marketing strategy before you can build a solid branding strategy the two are closely linked for this course I'm going to use a hypothetical company that wants to create a brand for one of its new products let's assume we're in the watch business we're coming out with the new line of smart watches that integrate with other tech products like smart phones let's say that our strategy is to create a watch ideally suited for families but not just families in general we are targeting the parents specifically we want to position our watch as the ideal watch for moms and dads for now let's call it the parent watch remember that's the name of the brand not necessarily the name of the product itself now given our marketing strategy we want to create a brand that delivers this promise of being the ideal watch for parents we start by identifying the key values that this new brand must have for this promise to have any meaning to it so I start by listing beliefs that people might have about parents for exam


Thanks for your comment Michale Hufft, have a nice day.
- Dakota Kleefisch, Staff Member


Comment by spiljomN

if you try to market your service based business just like any other business you're going to be disappointed because service based businesses have a very unique and really different approach that's required for success if you want to generate more leads clients and sales that's why in this episode I'm going to be sharing five things you absolutely need to know to have success marketing your service based business let's get to it [Applause] hey there my name is Adam Earhart marketing strategist and welcome to the marketing show where we help you grow your business and generate more leads customers and sales by making way better marketing so if you're interested in learning the latest and greatest marketing strategies tools tips tricks and tactics well you may want to consider subscribing and hitting that notification bell so you never miss a future episode marketing a service based business is one of my favorite things to do because it provides all sorts of different unique approaches and different challenges that marketing product based businesses simply don't have specifically the fact that you're selling something intangible something that they can't see or feel or touch or taste or whatever it is so we really have to get creative with our marketing in order to paint a clear and compelling picture of why people should do business with you plus there's also a ton of trip wires or minefields or potholes or whatever other analogy we can think of here basically all of these different areas of disaster that so many different service businesses fall into when it comes to their marketing specifically the fact that it is an intangible thing well they often grasp in sort of grapple for the right term and they end up using generic and bland and boring statements like we provide better service or we have higher quality or we do things faster which are not only not differentiated at all but they also make you sound exactly the same as every single one of your competitors so let's fix that now as well as all the other issues and I'm gonna give you 5 of my absolute best service based marketing strategies so you can apply them in your business and get way better results and with way less headache alright it all starts with tip number 1 which is to sell the end this is probably the single most important tip of this entire video actually maybe the second most important tip I save the best one for last so make sure to stick with me you see when it comes to service based marketing it's literally all about the end result that you provide that is essentially the entire that you should be trying to sell and communicate through all of your marketing and advertising material basically your business's marketing should talk about the benefits of what your service provides the end state that it's going to help your clients or your customers get to and basically all of the ways that their life is going to be better after having done business with you and basically all the ways that their life would be terrible if they don't do business with you you see one of the most important things you can do here is really clearly define the two different states that your clients are in right now basically the state that they're in they're present and active state which is pain and problems and all the stuff they're trying to get away from and the state that they aspire to get to which is their dreams and their wants and all that cover that in just a second but essentially they want to get away from pain they want to get to pleasure and your business serves as the bridge that helps them cross that gap all right so more on the pain and pleasure stuff basically I call this miracles and miseries basically their miracles are all of their wants and their dreams and their goals and their aspirations basically all the good stuff that their life could be like after they do business with you and then their miseries are all their pains and their frustrations and their fears and their nightmares and all of the awful chaotic miserable stuff that has to do with their everyday lives I know sounds pretty negative but basically when it comes to marketing what we're trying to do here rather than just beat them down about all the bad stuff going on we do want to offer them a solution the solution is your business which if you're any good at what you do and I presume you are well then you owe it to them to offer them the solution and help them get away from the pain and into the pleasure all right the next thing that you really want to do as a service-based business is to definitely use stories in all of your marketing again because you don't have a tangible thing that they can see and hold and feel and touch and smell all that stuff well you really have to use stories which helps to build these models and build these images in their minds again as I already said it's not enough to just say stuff like we're better or we're faster or we have better service or higher quality or whatever because these are just claims and they're basically based on nothing so we need to back it up a great way to do that is with stories if you've never used stories in your business before let me give you a couple examples here but essentially what you want to do is sort of comb through a carefully selected and curated list of your businesses and case studies and how you've helped customers or clients in the past and you're gonna draw from this and use it as inspiration when you're creating marketing content for starters don't be afraid to share your personal philosophy what you think about business or the industry or the market or basically what you do for example my personal philosophy is that strategy should always form the foundation of every single marketing campaign and I'm really quick to point out that I disagree with a lot of the tactics and sort of flashy and shiny object stuff that's going on in the industry that's taking a lot of businesses way off the right path and making them basically lose a lot of time and money and energy next make sure to comb through your database for client results testimonials and any case studies which are perfect examples to show how your business has helped people get results before these are really powerful because when someone sees someone that looks like them or is in the same position as them and and they get results it removes a lot of the potential objections that they may have including the big one this might not work for me also while these next two are not necessarily part of a story you can intertwine story elements into them but creating how-to or what not to do content is also a fantastic way to show your expertise and also provide some value at the same time and of course when you are telling your origin story or your personal story or what your business does and how it got started this part is important but remember it's not about you it's about them the client and the customer that you're trying to serve this part might sting a bit but your customers actually don't really care about you they only really care about them and how they can use you in order to


Thanks spiljomN your participation is very much appreciated
- Dakota Kleefisch


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