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… Continue reading “Can (Fill In The Blank) Companies Develop a Brand?”
Tag: service branding
Special Challenges for Service-Oriented Brands: It’s All About the People!
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? Continue reading “Special Challenges for Service-Oriented Brands: It’s All About the People!”