Branding a service is very different from branding a product for a variety of reasons. Products are impersonal physical items that can be evaluated before you buy them. Services, on the other hand, are very personal. Customers don't just buy a service, they buy an experience. So what can you do to better brand a service business?
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Every business wants to have a successful brand. But they face many obstacles on the road to achieving this - some they may not even realize. Here's our list of The Enemies of Branding and what you can do to defeat them.
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It's all about perceived risk. That's why familiar brands win every time. People don’t want to risk making a bad decision – and this is most likely happening on a sub-conscious level. Remember that perception is reality in the absence of experience.
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If your CEO says "I want to be the next Salesforce, or HubSpot, or (insert name of your favourite successful company here)," but aren't sure why or how these companies have achieved the levels of success they have, then this list is a great starting point for you.
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What is it about a strong brand that will improve your business position and make selling easier? Well, a strong brand can do many things including:
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