There are lots of corporate executives out there who believe brands are the provenance of packaged goods companies. And while they will admit to having a brand name and logo, they don’t see the need for a brand strategy.
Service companies are about selling and sales teams. They are about lead generation, acquisition, sales commission, and turnover. Most service companies have directors of marketing but the dept. is little more than sales support and web. At larger companies marketing manages advertising. Sometimes, these marketing directors don’t even appear on the company website.
Service companies need brand strategy as much if not more than packaged good companies. They need an organizing principle for product, experience and messaging. When people are your product — and we all know people are hard to manage, just ask any parent – there is little to direct them.
When I working at Teq Inc., a reseller of interactive whiteboards to schools, many employees on LinkedIn said they worked in education management. Others said software and still others said Teq was a hardware company. (What do you do for a living mommy?)
If you work at a service company or professional group you can have a competitive advantage – it’s called brand strategy.