I have a service-based business. What is one branding challenge I will face that is unique to service businesses? How do I overcome it?
The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.
1. Proving Value and Expertise
“With a service, it can be a challenge to make your offering tangible — to impress upon potential clients the value of your service and why you’re the best source for this service. We’ve found webinars to be a concrete way to extend our brand reach and demonstrate subject matter expertise. Speaking on topics directly related to the specific needs of our potential clients helps with this.”
David Ehrenberg, Early Growth Financial Services
2. Limiting Your Scope
“Most service-based businesses limit their scope with their branding. At Realty ONE Group, we are the best in the business, but we don’t brand our company as one that “sells houses.” We “create dreams.” We are a lifestyle company and everything we do supports that brand positioning — our customers want to buy the lifestyle they aspire to.”
Kuba Jewgieniew, Realty ONE Group
3. Seeming too Boring
“With the exception of some bars and restaurants, most service businesses are inherently boring. Getting your hair cut, nails done, clothes dry cleaned or oil changed are not typically things people look forward to doing. There’s a unique opportunity for these types of businesses — their industries have been around forever, and they’re all ripe for refreshing.”
Michael Portman, Birds Barbershop
4. Having Tangible Representation of Quality
“With a product-based business, the brand revolves around the physical good, which focuses branding in a real way. With a service-based business, the attributes that add value — customer service, timeliness, reliability — are abstract and harder to represent. It is because of this that we take great care in every detail of what we do. Once we are given a chance, the quality speaks for itself.”
Alex Lorton, Cater2.me
5. Proving Your Success
“Why is a client or customer going to choose you? Do you have proof of your success? I have recently discovered that writing my own case studies is extremely helpful. I can present my clients with hard numbers to prove my track record. My firm is not a gamble, and I don’t have to sell as much.”
Maren Hogan, Red Branch Media
6. Facing Negative Press
“Everyone in the service business will have someone who takes active offense towards you and your company. Try and respond to this in a positive manner. Show empathy, but also strong support for your company. If you were at fault, own up to it and make it right. Become the company you want to be.”
John Rampton, Adogy
7. Dealing With Copycat Companies
“If you run a service-based business, you and your employees ARE the business. In order to protect yourselves against copycat companies coming along and stealing your customers, you’ve got to become the expert. Focus on creating original, valuable content that helps brand you as the most knowledgable person in your field. Publish a how-to book. Give away a white paper on your site. Be the expert.”
Brittany Hodak, ZinePak
8. Demonstrating Authority
“When dealing with people, they want to really connect with you and your ability to perform. There is a level of trust and personal connection. One way to close the deal is to exemplify how you’re the authority figure in the industry based on accolades, experience, testimonials and anything else that will demonstrate that.”
Andy Karuza, Brandbuddee
9. Seeming Trustworthy
“All business are run by people, and people decide to work with other people, no matter if they represent a Fortune 100 or a mom and pop shop. Before you start selling your unique offering, sell your trustworthiness. Get introduced from a trustworthy source, reciprocate, be authentic and don’t try to be perfect or always know the answer when you don’t. Small things like this can yield big results.”
Jason Smikle, fNograph
10. Scaling Your Business
“Service based business are all about time. You’re the expert. You’re the person clients want to work with on projects. One of the hardest branding challenges is remaining profitable while maintaining autonomy as you grow. The best way to overcome this is to partner with other service based companies with larger back-end support. This allows you to brand yourself as full service.”
Jason Grill, JGrill Media | Sock 101
11. Assuming Good Service
“Service companies really have to go above and beyond for their customers to improve brand perception. Employees are the face of the company and motivating them is key. Have team meetings often to see how you can improve everything. Offer incentives to employees for positive feedback on surveys or review sites. From the person who answers the phone to the delivery guys, seek to exceed expectations.”
Robert De Los Santos, Sky High Party Rentals
