Service Companies Need a Brand Syllabus.


Branding in consumer goods and packaged goods is very different than branding in a service business. Products that are produced on an assembly line all come out the same. Their packaging is the same. Their product names are the same. Variability is negligible. But in a service business the delivery vehicle is people. And they are not the same. Sure you can dress up employees in uniforms but that doesn’t insure similar service delivery. And of course there’s training. But that doesn’t insure standardized service delivery either. People are people. Every one is different.

So how do you create a brand strategy for a service company? Through education. Using a brand syllabus. And every day is a school day. The classes aren’t led by teachers but by employees. Brothers and sisters in arms. And that syllabus? It’s pliable. It’s owned by the employees.

It all starts with an “organizing principle for product, experience and messaging,” also known as a brand strategy. The organizing principle creates a culture around inherent company values and good-ats. It develops its own language and muscle memory. The best service companies are like sculling crews with everybody pulling oars together at the same time. All working to fulfill and further the organizing principle.

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