Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 46

A service brand is a set of unique qualities, including the service type and quality. How a service provider is marketed, sold, and delivered makes it trusted and valued in the minds of consumers. With product branding, you’re selling goods, whereas service branding is more about selling a relationship or an experience. Service branding involves being professional, likeable, and trustworthy at every touchpoint:

 Marketing materials, including business cards and brochures (see Chapter 10)

 Online marketing via email, website, blog, social media, podcasts, and video (see Chapters 7, 12, and 13)

 Sales meetings with customers (see Chapter 3)

 Service calls and other forms of service delivery (see Chapter 3)

The bottom line is that customers will choose the service provider they know, like, and trust most, so service branding needs to focus on informing prospective customers while instilling trust and likeability.