Service Company Branding.


Over the last 30-40 years the business environment has evolved from a manufacturing economy to a service economy. We are making a lot less things and selling a lot more service, software and subscription. If you ask a small service economy business owner, say, in the financial planning business, if her company has brand, she is likely to say “yes.” On probe, she’ll offer up her company name. Maybe logo. Even $75 million companies in the service sector would agree they have a brand. But ask the CEO or marketing director and you’d get the same answer: name and logo.

The fact is, most service companies don’t get branding. Sure, they understand signage, advertising and graphic standards, but they don’t know it to be the “organizing principle for product, experience and messaging” branding really is.

When your business, as my dad used to say, goes up and down in the elevator every day, it’s hard to see it as a brand rather than a group of people. But, oh, it is. Service companies have a leg up on product companies, because unlike products, people are living, breathing, intelligent beings with friends. But service economy companies need strategies. Brand strategies.

For examples of service economy brand strategies, please email