As a business services company, you have a unique challenge as you don’t have a physical product. Instead, you offer superior services or solutions and you rely heavily on the relationships that your sales and customer success teams build. You have created a successful company on your people and your brand, and as such, your brand is incredibly important to you.
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Clever Tip #3: Focus on Relevance Over Differentiation
Differentiation is important to product companies. Most brand models (and business schools) argue the need to differentiate. However, it is rare for a business services brand to achieve complete categorical differentiation. Let’s face it, many service firms offer similar services. As such, it is difficult to actually own a unique market position. So forget about those product oriented, one-word descriptions.
Instead of attempting to be amazingly different from the rest, focus on being relevant. Specifically, relevance as it pertains to the client. The ideal service brand merges the needs, wants, and desires of the client with the character and values of the company.
The key lies in creating a space where customer needs meet company essence, an ideal combination of rational and emotional attributes that apply to both groups. This common ground approach develops a brand that not only resonates with the client by delivering what is important to them, but also develops a brand that is genuine, appropriate, and defensible by the company.
By staking the claim for what you stand for, communicating how you help your clients succeed, and proving how reliable you are in doing this, you’ll develop a unique identity. Most business service companies don’t have the stick-to-it ability to get this far, but if they do, they’ll stand out in the market.
Ready for the Clever Tip?
While content marketing can be extremely valuable to prospective customers and current customers alike, make sure that you are providing resources above and beyond for customers. This includes: training seminars, certification classes, how-to blogs, customer user groups, in-depth customer case studies via webinars, templates, hands-on learning guides, and more. Educational resources can help your customers become more familiar with your services and processes which will help them feel closer to your offering as well as to your people.
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