"In service marketing, almost nothing beats a Brand” - Harry Beckwith, Marketing Specialist
Hypothetical: Company A has never worked on building a recognisable brand. It simply hasn’t been something they have had time to think about in depth and understand fully – perhaps because it always seemed unimportant. Company A has instead focused on offering better quality services at a cheaper price than company B.
Company B (who has an immediately recognisable brand identity) does not offer the best quality, service, or price. Their provide fairly good services overall, and are largely trusted by customers.
Company A & B are both pitching to the same client.
Company B will pitch once. Company A – being less well known - will receive additional follow up emails, phone calls and possibly additional meetings, as the client is unsure of their value. The cost of selling for company A is already much greater than for company B.
Despite being impressed by Company A, the client chooses Company B, even though they are more expensive and their service may not be as good.
The decision maker has gone for the safe
option. If the choice backfires, they cannot
be criticised for trusting a well-known supplier.
We may call this is called the “Nobody has ever been sacked for buying from Microsoft” syndrome.
Brands echo lifestyles, aspirations, and memories. We buy certain services because we believe that their brand names guarantee a certain level of quality. Building your brand therefore, is building a synonymity with quality. Powerful branding does not need to resort to price wars, as it has earned trust and loyalty.
Codastar offers dynamic branding and graphic design to consistently present your image as a strong, unique and powerful identity that inspires and authenticates.