Service Branding - What To Do, What Not To Do...

- Rinky Marwaha

Services, as we are well aware, are not tangible quantities. Each client for a service looks out for something different in the service they wish to be provided. At times, if the client experience is not good enough, they can go all out to spoil the reputation of a given company. Word of mouth publicity is all the more important in small units which have localized kind of servicing for them. On the other hand, positive reviews from customers will really beget more customers for them. If we enjoy a good service or for that matter something not up our street, we are likely to talk about it with friends and peers. In this manner, we are building up or demolishing the reputation base for that company.

 

What are the basics of branding?

Branding, in essence, stands for making use of marketing and communication tools for nurturing an image in customers’ minds. Also, it means trying to enhance the popular perception of your company name, its work, its line of speciality in a segment as large as is possible. This will increase the number of potential buyers in the case of products and clients in the case of services. When a customer sees your product or service come in an advertisement in a newspaper or on television or radio, it should be something positive in their minds. They should speak out in good tones about what it is that you are selling – be it a product or a service. Trying to beget an image of top quality, price, service and line-up is the best thing that the marketing team can organize for its own company. As and when even a small prompt comes up, the customer or client should be able to pinpoint the company and seal the deal in its favor.

What are the criteria in service branding?