Posts Tagged ‘service branding’

Can (Fill In The Blank) Companies Develop a Brand?

Tuesday, February 4th, 2014

Branding is one of those concepts that is both extremely simple and exceedingly complex at the same time. One of the most common questions we hear related to branding is: “Can a company like ours develop a brand?” The answer: “Absolutely! But…” Here’s the thing… (more…)

Special Challenges for Service-Oriented Brands: It’s All About the People!

Tuesday, June 11th, 2013

Much of my work over the years has been with “service brands”–brands that are not tied to a particular product, but to the delivery of some type of service, like health care, legal services, educational services, energy services, engineering services, consulting services, etc.

Developing and maintaining a strong brand for a service organization is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why? Because a service is less tangible, more ephemeral–and often involves multiple “touchpoints” that really determine the “brand experience.”

What makes a strong brand? (more…)