What does brand identity have to do with selling your services? More than you think! These two go hand in hand when building a successful business with a strong customer base.
Brand identity is the corporate image that communicates the personality, values, and characteristics of a brand. This includes design, logos, company culture, vision and mission, and the language used in public communication.
Selling your service, on the other hand, requires gaining your audience’s attention and demonstrating how your solution addresses their needs. You achieve this by authentically and strategically selling your brand to them through—yes, you guessed it—your brand identity.
Brand Identity Directs Brand Strategy
A strong brand identity helps define your business and informs its strategy. For example, a plumbing business could use a logo featuring a leaky pipe with blue colours symbolising water. A tagline such as “Where money down the drain is a good thing” reinforces its expertise and affordability.
With this clear identity, the business owner can develop a focused brand strategy that explains what the company does and how it solves customer problems.
Sell, Sell, Sell Through Brand Strategy
Brand strategy highlights the unique value proposition of your service business. It helps communicate to customers why your business is the right choice for them. Key elements of an effective brand identity that support your strategy include:
1. Mission Statement
Your company’s mission statement defines why your business exists, who it serves, and what it aims to achieve. It should be clear, adaptable as your business grows, and reflect these three points. For example, a plumbing service might define its mission as “Providing high-quality, affordable plumbing solutions to homeowners who value expert service and reliability.”
2. Audience Profile
Understanding your ideal client helps refine your brand messaging and marketing approach. Consider demographics (age, income, location) and psychographics (needs, challenges, behaviours).
For instance, a plumbing business may target middle-class families who search online for reliable, affordable service providers when faced with an emergency. This insight informs branding choices such as customer-centric language, digital marketing efforts, and competitive pricing strategies.
3. Key Benefits of Your Service
Identify and emphasise the benefits that set your service apart. This could include affordability, specialized expertise, quick response times, or innovative service methods.
For example, a local plumbing business might highlight:
- Cost-effectiveness through direct supplier partnerships.
- Specialisation in indoor plumbing repairs.
- A commitment to fast emergency response times.
- Virtual damage assessment for quick problem-solving.
By researching and refining your unique selling points, you position your brand more effectively against competitors.
Branding in a Digital-First World
In today’s digital landscape, branding goes beyond traditional logos and slogans. SMEs should leverage online platforms to enhance their visibility and credibility. Consider:
- Website Branding: Ensure your website reflects your brand identity with consistent visuals, messaging, and an easy-to-navigate layout.
- Social Media Strategy: Engage your audience through branded content on platforms like Facebook, Instagram, and LinkedIn.
- Search Engine Optimisation (SEO): Optimise your website and content for search engines to attract more organic traffic.
- Personal Branding: If you offer a service-based business (consulting, coaching, freelancing), build a strong personal brand through thought leadership and engagement on LinkedIn or industry forums.
Beyond the Sale: Customer Retention and Brand Advocacy
Once you’ve secured a sale, your work isn’t done. Service-based businesses must deliver on their promises to convert first-time customers into loyal clients. Key strategies include:
- Seamless Customer Experience: Make billing and service interactions easy and pleasant.
- Follow-Up and Engagement: Check in with customers post-service and offer incentives for referrals.
- Encourage Online Reviews: Positive customer testimonials build credibility and trust.
Referral marketing is invaluable—delivering excellent service ensures satisfied clients will recommend your business to others, fuelling sustainable growth.
Selling a service differs from selling a product, but it doesn’t have to be more difficult. By ensuring your brand identity informs your brand strategy and embracing digital tools, you can create a compelling presence that attracts, converts, and retains customers.
