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8 Replies Last post: May 24, 2008 3:24 PM by FruitionDZ9

How do you create a "Brand" for a service?

Mar 11, 2008 1:50 PM

SmallBizLink 6 posts since
Feb 24, 2008

I was recently asked, how do you create a "Brand" for a service? This is a great question. I find it much easier to 'brand' a product, but to 'brand' a service is much more difficult. Does anyone have any advice on the bast way to go about branding a service?

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Lighthouse24 2,244 posts since
Oct 10, 2007

1. Re: How do you create a "Brand" for a service? Mar 11, 2008 3:08 PM

Here's an article on this that might provide a few answers and provokes some thoughts:
http://www.businessknowhow.com/marketing/service-brand.htm

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LUCKIEST 5,749 posts since
Aug 6, 2007

2. Re: How do you create a "Brand" for a service? Mar 11, 2008 5:42 PM

How do you create a "Brand" for a service

• determine whether a service stands out — or does not.

• Wake up about the power of women: as managers,
leaders and consumers.

• Experience is everything. You have an ongoing experience with it.

• Get passionate. If you can't get excited about what you're doing, don't expect anyone else to care.

• Create a brand-new you. Brands are not just
for companies, but also for individuals.
Think of, and market yourself,
as a brand of one.

One way that companies, can distinguish themselves, is by
becoming a professional service firm, or PSF.

Examples: UPS, Fed Ex and Ryder (turnkey logistics
services).

LUCKIEST

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Iwrite 786 posts since
Dec 29, 2007

3. Re: How do you create a "Brand" for a service? Mar 11, 2008 5:53 PM

That was a great article!

Funny, you should ask. I am helping an advertising agency develop its branding pieces right now. It is like having a doctor as a patient.

I don't know what advice to give because we aren't through yet. I'm not sure if we will succeed or not.

You are right this process is hard.

I think the most important thing I have learned is to relate the personality of the agency to what resonates with the clients. We are taking the personality and showing how it works for clients. We're trying to talk to the clients, not at them but the internal struggle is hard - we keep getting in the way of ourselves. We want to be so much more than what we are. That's it!! Talk about who you are not who want to be! Folks will notice the difference.

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LUCKIEST 5,749 posts since
Aug 6, 2007

4. Re: How do you create a "Brand" for a service? Mar 11, 2008 6:31 PM

in response to: Iwrite

I write, Good answer
"Talk about who you are not who want to be! Folks will notice the difference".
I can see that you are a freelance copywriter
Good luck, LUCKIEST

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Iwrite 786 posts since
Dec 29, 2007

5. Re: How do you create a "Brand" for a service? Mar 12, 2008 9:58 AM

in response to: LUCKIEST

And I can't edit when I am rushing!! Excuse the typo!

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SmallBizLink 6 posts since
Feb 24, 2008

6. Re: How do you create a "Brand" for a service? Mar 12, 2008 6:31 PM

in response to: Lighthouse24

Thanks to all for the feedback. Lighthouse - that is a great article, I will be sure to pass it along. The idea of a service brand seems to be much hard to grasp and the best way to get your mind around it is to just to do it.

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Gnd.Designs 5 posts since
Apr 18, 2008

7. Re: How do you create a "Brand" for a service? Apr 18, 2008 11:15 AM

BRANDING

It is a notsoeasy easy thing to do.

How to brand anything is as simple as creating brand recognition in your target market. If you want to be known in the service industry, get your ad into that industry as often as possible. USE THE SAME AD REPEATEDLY! This is your brand.

Let's back up...

First, create a logo that is simple and precise to what you do. Are you a Lawn Service? Use a lawnmower as your logo icon and the first letter of your company name (google create logo free online). Since the most trusted colors in marketing are navy blue with red accents on a white background, those are the colors I would suggest using (google color psychology marketing to get more on this). This logo, once created, is your brand. Use it EVERYWHERE.

Create an ad that has your simple information in it. Use your logo on the left side of the ad, since we read left to right- this way your logo is seen first. Then, at the top of the right side, place your company name in large font that is easy to read (such as Ariel or Times New Roman). Under your company name, in slightly smaller font, but the same font style, place your contact information, like this: 123 Ash Street,Nowheresville, Ohio 12345 phone (000)555-1212

Below your information should be your "Tag Line" (for the lawn service used in this example, a tag line of "A cut above the rest" or something else simple). Your tagline is a one sentence statement that speaks volumes about your business and what you do. Try to keep in under 7 words (google tag line creation). Create your tagline in a completely different font and make it italic, so it stands out.

So, the ad suggested here would look like this:

LOGOLOGO Charlie's Lawn Service
LOGOLOGO 123 Ash Street,Nowheresville, Ohio,12345
LOGOLOGO Phone (ooo) 555-1212
LOGOLOGO "A cut above the rest"

The Rich Text Editor makes this a bit difficult to show in this forum. I hope the example above is clear enough. If you still have questions, please contact me at gnd.designs@yahoo.com

GOOD LUCK!
Susan

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FruitionDZ9 9 posts since
May 24, 2008

8. Re: How do you create a "Brand" for a service? May 24, 2008 3:24 PM

Good question. It's about distinguishing yourself from the competition in a way that speaks about YOU (people buy YOU first before they buy the service you provide), but still connects with the target audience.

You can do some informal research online about colors and their meaning. Also research on competitors - what they do and don't do. Where they advertise and don't. How they connect with their customers etc...You'll start to notice some patterns emerging with the successful/vs. modestly successful ones. And it's NOT just the amount of time they've been playing the game.

We are in the age of "connection." In the end, branding is about consistency and connection. Stay true to who you are work on connecting with your audience in as many ways as you can with a consistent visual and verbal/written message. It's not as hard to digest when you think of it in terms of connecting and the ways to do this consistently.

Email me directly and I'll be happy to keep the dialogue going: tspruill@fruitiondesign.NET

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How do you create a "Brand" for a service?

Mar 11, 2008 1:50 PM

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