Focus on the point of service in your service business rebrand
For a service business rebrand, think about all of the brand touchpoints at the point of service. For some service businesses, like law firms and accounting firms, customers often come to your location. For others, like satellite installation, mobile window repair or HVAC services, your employees go to your customers’ locations.
In the last blog, I discussed several reasons not to use the replacement approach for brand implementation simply because it is easier, including higher costs and missed deadlines. The need to understand the target audiences for brand messaging is especially critical in a service business rebrand, because potential customers look for tangible clues as to the quality of your services. You can better understand the impression your company makes by working backwards from your point of service when planning a service business rebrand.
Let’s focus on businesses where the point of service is the customer location, since the service business rebrand for those companies have more touchpoints. Whether B2B or B2C services, your service teams probably have uniforms or other branded apparel, vehicles, equipment, collateral, surveys, and branded products and promotional items left behind with customers. To get a feel for brand touchpoints from the customers’ viewpoint, schedule an appointment and have a service person come to your home or office. How many brand touchpoints were there? Does the same name and logo appear on the website, vehicle, employee uniform, invoice, business card, supplies and promotional items left behind? Were any customer touchpoints not branded?
Brand leaders in service industries know how to leverage a service business rebrand to increase brand awareness. All of the touchpoints have been cataloged and analyzed, so strategic decisions can be made about messaging. During the planning stage of the service business rebrand, these leaders make sure all customer touchpoints are rebranded at the same time. They know nothing looks worse to a new customer than seeing a truck pull up displaying one brand, then having an employee with a different brand on his uniform appear at the door.
This goes back to the reasons the replacement approach is so problematic – lack of centralization. Expecting trucks and uniforms to be rebranded at the same time is unrealistic unless the service business rebrand is centrally controlled and coordinated. Think about the messages your company sends to customers when it shows them a mix of old and new brands. “Lacks attention to detail.” “Low quality.” “Unorganized.” “Careless.” “Unprofessional.”
So the next time you tackle a service business rebrand, use the point of service as your starting point. Unless customers see you care about your own business, why would they trust you with their homes and offices?