Why Service Companies Need to Develop a Brand

Engage / Get Found / Look Good

The Original Brands Were For Cattle

In the 19th century, cattle ranchers used branding irons to mark their animals. As the livestock were herded from the ranch to the slaughterhouses, the brand on each animal made it easy to identify which ranches they were from.

Today, brands are used to help us identify the source of the product. For example, when you’re standing in the soda aisle at the grocery store, you can easily identify the differences between each bottle of soda based on the brand markings on the packaging. Coca-Cola, Dr. Pepper, Pepsi — they all have unique colors and markings that tell you which is which.

Why Service Companies Need to Develop a Brand

Branding is essential for companies that produce products, but what about companies that offer a service? Do service companies need a brand?


Not only do we use a brand, or brand name, to know the source of a product, the brand is also what we think of when we hear a brand’s name. When you hear the name Walmart, what do you think of? What about when you hear the name Target? When you hear the name Starbucks, what associations do you make? Do you think of the green and white image of a siren? A pricey cup o’ joe? Starbucks is known for turning coffee into a commodity. It has a distinct brand that evokes certain thoughts when we hear the name.

In the same way, a service company should develop a brand to help craft the message it wants customers to remember.

How to Develop a Brand for Your Service-Based Business

To develop a brand for your service company, consider these questions:

  • Who are you and why do you exist?
  • What is your value proposition to customers?
  • What is your promise to customers?
  • What makes you different from other companies?
  • What are your values?

Creating a brand isn’t only about developing a logo. It is the core values by which you and your employees function. It is the unique promise you make to your target market. Your company’s brand is the personality of your brand and how you live out your mission statement and values.

Your brand should clearly articulate the answers to the five questions listed above. What does your brand say about you?

Do you need help developing your company’s mission statement, values, and brand? Contact the brand and marketing experts at Frozen Fire.

Frozen Fire is a Dallas internet marketing and video production company that helps companies harness the most powerful aspect of modern marketing—the internet—to engage customers in memorable and meaningful ways. Ways that ignite sales and business growth. Contact us to learn how we can help your business.



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