Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 17

A service involves doing something for someone, so how can you possibly brand a service? Usually, you brand the service provider — the business or person providing the service. The purposes of creating a service are very similar to those for creating a business or personal brand:

 Differentiating the service and service provider from competing services

 Building credibility (demonstrating that the service provider is qualified)

 Building trust (showing that the service provider is reputable and reliable)

 Charging a premium for superior service

With a service brand, your efforts focus mostly on the following credibility- and trust-building activities:

 Earning certifications, awards, and other credentials and then getting them in front of customers, such as posting them on your website and mentioning them in brochures

 Presenting content that demonstrates your knowledge and expertise, such as articles, blog posts, social media posts, photos, videos, podcasts, and white papers

 Engaging with customers and prospects to answer questions and solve problems to further demonstrate your knowledge and expertise

 Soliciting and posting testimonials or positive reviews from satisfied customers

 Getting positive reviews from journalists, business organizations, and other trusted sources

Like corporate brands, service brands are slow to build and slow to change. Your brand continues to evolve as your service evolves. As you introduce new services or develop ways to provide the same services faster, more conveniently, or more affordably, your brand evolves.